Red Door wins Levitra UK deal from GSK/Bayer

GlaxoSmithKline and Bayer, the joint makers of erectile-dysfunction (ED) treatment Levitra, have appointed Red Door Communications to handle PR for the brand in the UK.

The appointment follows a four-way pitch that included UK incumbent Cohn & Wolfe and comes as the pharma firms prepare a global PR drive for the brand under the slogan ‘Strike Up a Conversation’ (PRWeek, 17 September).

‘Among the treatments on the market there are fundamental differences in relation to the speed with which they work, their reliability and their duration of action,’ said Red Door director Julia Harries, who leads a six-strong account team.

The PR campaign will promote the rapidity with which the treatment works and its reliability record.

The appointment of Red Door marks a return of Levitra to the agency’s aegis – it promoted the brand before losing the account to C&W.

‘Our role with the PR and communications programme will be in communicating the significance of these differences in terms of their impact on men with ED and their partner,’ added Harries.

ED affects an estimated 2.3 million men in the UK – about one in ten – but only ten per cent receive treatment, according to Red Door.

Harries said: ‘Recent patient preference data clearly show that men with ED “just want to get back to normal” with a treatment that takes effect rapidly and which they can rely on to work the first time and time after time.’

In PRWeek’s Pharma Focus chart on GP awareness of ED brands last month, Levitra lagged behind Viagra and Lilly’s Cialis in the ED treatment sector (PRWeek, 22 October).

Global PR for Levitra continues to be handled by Ogilvy PR Worldwide.

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