INTERNATIONAL: 141 aids Pfizer in Viagra awareness PR

SINGAPORE: Pharmaceutical giant Pfizer has launched two major communications campaigns involving soccer legend Pele and Australian sex therapist Dr Rosie King to promote its anti-impotency drug Viagra.

Pele, who shot to stardom as a 17-year-old in Brazil's 1958 World Cup squad, announced the news of his involvement during a Tokyo press conference late last month.

The star will appear in a global PR and ad campaign to raise awareness for Viagra and overcome the stigma of erectile dysfunction.

Pele had the necessary profile to boost awareness for such a sensitive issue, said Craig Mapleston, regional PR director at agency 141, which is assisting Pfizer with the PR in Singapore.

The Tokyo announcement aimed to capitalise on the hype surrounding the forthcoming World Cup being held in Tokyo and Seoul from 31 May to 30 June.

141 is also overseeing King's visit to Singapore in May to participate in a series of Pfizer-sponsored public talks entitled Intimate Relationships: The Key to Better Health.

141 is arranging TV and press interviews for King to generate further awareness.

Pzifer named Porter Novelli as its lead global agency for miracle impotence cure Viagra early last year, but also hires local agencies in each country for the product.

Independent firm Nine East oversees PR for Viagra in Thailand, while Ogilvy PR Worldwide looks after its PR in Taipei.

Last year, Pfizer faced competition in the UK for Viagra, when rival pharmaceutical firms began launching their own products following a High Court ruling declaring the patent of Viagra invalid.

Eli Lilly announced it was to launch Cialis in the UK last summer, hiring The Red Consultancy to handle all PR for the treatment (PRWeek, 17 August 2001).

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in