How Viagra Connect’s new campaign is breaking masculinity’s ‘last great taboo’

Viagra Connect, the first over-the-counter treatment for erectile dysfunction, launched a campaign in the UK to tackle the shame and stigma associated with the condition.

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands