Viagra in China: Pfizer Taps Leo Burnett as it’s Strategic Creative Agency


Pfizer has appointed Leo Burnett Shanghai as their strategic creative agency for Viagra in China. This marks a milestone for the brand says Leo Burnett.

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“Viagra as the brand has almost never done any creative campaigns to communicate the merits of their product in China, due to the strict marketing policies for prescription medicines,” said the release.

 
 

“However, 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 distinctive diamond shape and blue color, Viagra was whimsically known as both the “little blue pills” and “Wei Ge” (meaning strong big brother) largely from when it appeared movies before it entered the Chinese market.

 
 

When researching market awareness of Viagra in China the following insights were revealed:

  • “Wei Ge” is more recognized 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 suppose;
  • The quality and quantity of sex is 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.

“We found that many people in China were not enjoying satisfactory sex, because they didn’t realize they had a problem that could be solved,” said Pedro Pan, the Senior Marketing Manager of Pfizer’s Men’s Health division.” We wanted to help people understand that Viagra is a scientifically proven and reasonable way to bring improvements to their lives.”

Leo Burnett has worked with Pfizer for more than a decade in China on Over-the-Counter (OTC) brands such as Centrum, Caltrate, and Imedeen. Viagra marks the first prescription drug brand for the partnership.

“It is certainly an exciting opportunity to inspire some excellent creative work,” said Angie Wong, the Managing Director of Leo Burnett Shanghai. “Based on insights abstracted from studying human behavior, I believe we will be able to deliver creative solutions to help the little blue pill Viagra have effective dialogues with consumers in China.”

An exciting opportunity indeed.

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