Advertising of drugs is a delicate and difficult matter. The art of attracting attention to the medicament, the principles of ethics and legal rules on advertising and the protection of competition law legislation are intersected in this sphere.

Viagra commercial: some problem matters

In 2006, according to FDA decision, Pfizer withdrew two commercial Viagra advertising videos from TV – a 15-second video and a 30-second one. The discontent of the US authorities was caused by the fact that Pfizer’s advertising clips showed that Viagra returned men with impaired sexual desire to a fulfilling life. But those claims were not supported by serious researches, officials said. The first commercial video fell out of favor due to the fact that it asserted that the medicament 100% helped anyone, even the most hopeless impotence. The experts stated that, in their opinion, Pfizer transparent hint in its clip was: all patients who used the medicament could be sure in returning to normal sexual activity. However, FDA didn’t have appropriate data confirmed by clinical trials. The second video, showing men with devilish appearance ingesting “Viagra”, was heavily criticized too.

Commercial Viagra 2014 – a new approach to increase sales volumes

Every year, numerous analogs of Viagra appear on the pharma market. They cost much cheaper than a “blue pill” and share its effectiveness. More and more new remedies enhancing potency are invented and patented in the United States, where one blue tablet costs from $30 to $37. In comparison with 2000-2010, sales of the blue pill in 2013 and 2014 slightly decreased. Therefore, in 2014, marketing specialists of Pfizer company decided to appeal to women in Viagra advertising, as women sometimes perceive the problem of male erectile dysfunction even more acutely than men themselves. In the video, an attractive blonde heartfeltly said that the erection in men could be lost at the crucial moment, and a good method proven over the years – the blue pill – could return potency and maintain it. Since 1998, when “Viagra” came to the market, it was the first advertising of this medicament performed by women. According to Pfizer marketers, this strategy is unique. Many men refuse to take problems with erection seriously and do not want to go to the healthcare expert. Women may well help the pharmaceutical giant to boost sales, persuading their boyfriends and husbands to fight with reduced potency.

2011 original advertising clip in Russia

In 2011, Russian department of Pfizer corporation launched an advertisement on get-hard.ru (the site containing articles regarding erectile dysfunction curing). It should be said that the creators of the video approached it in an original way. In the video, a man tries to insert a straw into a glass of a drink, but he does not succeed. After several unsuccessful attempts, he decides to change the straw. The advertisement is accompanied by the song “Popytka No. 5” (“My attempt №5”) from the debut album of Nu Virgos (VIA Gra) musical group. The slogan of the video is “Pfizer is solid confidence in success”.