Category
Strategy
About This Project

 

CLIENT

Pfizer

 

PROJECT

Positioning and Marketing Strategy

 

In early 1999, the Viagra brand was under pressure from bad PR and declining sales. Using our psycho-sensory research techniques, we identified a large repositioning opportunity and how to change brand messaging in response to each new competitor entering the market.

 

Working with Pfizer and its partners, the result was a return to double-digit growth and strong insulation from competitive pressure.