How do you rise to the challenge of a product launch in a sensitive area?

Coop Pharmacy – Viagra Connect launch

The mission

Research tells us that nearly half of men aged 18 to 60 across the UK are suffering from impotence. And incredibly, over a quarter say they would rather break up with their partner than talk to their GP about it. Britain is the first country in the world where Viagra can be sold over the counter without a prescription. Viagra Connect is now available at www.cooppharmacy.coop, and branches of Coop Pharmacy, tackling this rapidly growing issue head on.

What we did

We created a 30-second TV spot expanding on the idea that everyone has a pet-name for their ‘old chap’ – and we had a lot of fun coming up with suggestions. A series of perky gentlemen and couples confess their own terms of affection suggesting that no matter what you call it, you can now feel good about it. Here, we have two brands that couldn’t be further apart, but we brought them together in a charmingly British way. Viagra Connect is all about confidence and feeling good about yourself. Coupled with a trusted brand like Coop Pharmacy only reinforces to that confidence. Added to that, our new partnership with film production company HIPSTER meant that we were able to go from concept sign-off to approved commercial in less than a fortnight.

What happened?

6

% increase in unique purchases, 11% increase in quantity purchased, 4.85% increase in product revenue

9

working days from concept sign-off to approved commercial

37

pet names for penis suggested that didn’t pass Clearcast approval!

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