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 Erectile dysfunction advertising has changed considerably
since a somber Bob Dole explained the medical condition in a 1999 ad
paid for by Pfizer Inc. (PFE), maker of market leader Viagra.
Levitra’s initial ads, which began last fall, were criticized by some for being
too racy and aggressive. But it was the ad for Cialis, the third entrant into
the market, that was the first product to actually mention erectile dysfunction
in a national television campaign earlier this year. Still, the Cialis ads are
more subtle than those for Levitra
.
Sun Trust Robinson Humphrey analyst Bert Hazlett expects Viagra sales to be flat
this year at about $1.9 billion. He predicts Cialis sales will reach $600
million while Levitra will lag behind at $300 million.
In this increasingly no-holds-barred advertising war for this billion-dollar
market, can an ad like the following be far away?
Two guys standing around the locker room in a Country Club. Bags of
golf clubs, argyle sweaters and men’s grooming products are casually
but artfully strewn around the area…
Bob: My gosh, Bill, that’s quite
a boner you’ve got there!
Bill: I’ll say, Bill. I’ve been hard as a rock for the last 36 hours.
Last night I had Mona begging for more – so I gave it to her! And this
morning
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we were standing tall and ready for action, without having to take another
dose!
Bob: That’s a lot more than I can say for my Viagra! I mean, it worked
fine when I took it yesterday afternoon, but that darn opera lasted forever,
and by the time we got home I was as limp as overcooked spagetti!
Voiceover: Don’t get caught short like Bob. Levitra features a patented
formula guarenteed to take a licking, and keep on sticking up for itself.
Take a look at this actual side-by-side comparison. 24 hours after
ingestion, the chubby on the left is soft, wrinked and withdrawn, while
the Levitra erection on the right is standing tall, ready for action
when you need it most.
So accept no substitutes. Get Levitra for that all-day sucker that’s
hard to beat!
from AP News
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