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Leo Burnett Shanghai bags Pfizer China’s Viagra creative duties

Pfizer China has appointed Leo Burnett Shanghai as its strategic creative agency for Viagra.

Due to the strict marketing policies for prescription medicines, Viagra as the brand has almost never done any creative campaigns in China. Now, through this new partnership, Pfizer hopes to increase brand awareness of Viagra in China and help more people enjoy healthier and happier sex in their lives.

Thanks to its diamond shape and blue colour, Viagra often dubbed “little blue pills” or “Wai Goh” (meaning strong big brother) largely from movies even before it entered into China. However, after a survey, Leo Burnett found some interesting facts:

  • “Wai Goh” is more recognised as a category than a specific brand;
  • Viagra users are aged from 18 to 65, which is a much wider range than most people had thought;
  • In China, Viagra can only be sold in hospitals and formal online/offline pharmacies, and not in sex shops as many people supposed;
  • The quality and quantity of sex are very relevant to a happy life. And turns out that this is not just a problem for males – more and more females are now speaking out about their sexual expectations.

Pedro Pan, senior marketing manager of Pfizer’s men’s health division said, “We found that many people in China were not enjoying satisfactory sex, because they didn’t realise they had a problem that could be solved. As a leading brand in the erectile dysfunction category, we wanted to help people understand that Viagra is a scientifically proven and reasonable way to bring improvements to their lives.”

Angie Wong, managing director of Leo Burnett Shanghai said, “We are thrilled to extend our partnership with Pfizer to include such an iconic brand, and in such an interesting category. It is certainly an exciting opportunity to inspire some excellent creative work.”

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