New Viagra ads target women

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Abhik Roy

Pfizer announced Tuesday that for the first time, it will launch new advertising that targets women. In the new 60-second ad, a middle-aged woman reclining on a bed in a tropical setting addresses the problems couples encounter when a man is impotent.

"I believe Pfizer has been relatively inactive on the direct-to-consumer-advertising (DTCA) front while Cialis has been flooding the airwaves," said Abhik Roy, professor of advertising and chair of marketing and advertising in the School of Business. "Viagra was overdue for a new DTCA campaign. Rather than go the same old creative route they are trying something different, which is smart. They might get more return for their advertising dollars with this creative strategy."

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