Cialis, Breaking the Taboo

Client: Sanofi | Cialis

New-to-market, Erectile Dysfunction medication Cialis Together aimed to take market share from the established Viagra Connect.

With research showing that men were reluctant to discuss ED, Hearts & Science helped Cialis launch a campaign focused on breaking the taboo. To spark a national conversation around the topic, we created an immersive experience at King's Cross Station, partnered with Book of Man for online content and capitalised on an ED storyline in Emmerdale. The results were impressive. Not only did the campaign achieved its sales target, it grew the overall ED medication market to boot! More importantly, it got men talking about an issue all to often silenced or shrouded in mystery.