When Viagra Connect launched on the UK market in 2018, the focus was on functional communications to spread awareness of the over-the-counter treatment for erectile problems. Fast-forward to the summer of 2020 and the brand launched an emotion-laden animated film, prompting conversations and tackling years of harmful media representation head-on.
Josh Taylor-Dadds, Strategy Director at VMLY&R, explained the gear shift: “Viagra Connect was born with the purpose of eradicating the journey to treatment for men with erection problems. We didn’t set out with the primary objective of challenging a taboo: the focus of the campaign was to get more men...