Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has undergone a strategic transformation.

The Upjohn UK division of Pfizer Inc., the pharmaceutical manufacturer, has sought to expand the legacy audience of the erectile-dysfunction remedy (which largely had become older men) and bring a new tone to messaging, while also re-adjusting the focus from sexual gratification to emotional relief.

At Advertising Week 2020, Rob Elliott, Upjohn UK/Pfizer marketing director, explained how the brand’s research had illuminated not just how much of a taboo subject erectile problems are, but how much they affect men and their mental health and relationships.

“We were really hit by that,” said Elliott of the finding that opened the way for Viagra to explore a new interpretation of masculinity – and