CASE STUDY: How Viagra got on top of sexual taboos in China

Background

Apart from ED in China being equated with impotence and perceived as being emasculating, users of ED drugs are often negatively associated with customers of dubious KTV joints, where prostitution is rife.

This misconception, combined with low awareness and brand confusion, meant that there were no clear winners when it came to consumer preference toward available ED cures.

Pfizer's Viagra, a prescription drug used to treat ED, was initially called Weige (伟哥) when first launched, so many people did not recognize it as Viagra (万艾可) in a pharmacy. Worse, Weige had become a generic term for all ED medication, putting Viagra at a distinct disadvantage as consumers were unable to differentiate it from others, such as Eli Lilly's Cialis.

Execution

Partnering with its PR agency Weber Shandwick, Pfizer looked to be a game changer in the local ED market. The key objectives of its 2012 campaign were to eliminate negative connotations associated with Viagra and position it as a 'hardness enhancer' with the ultimate goal of boosting sales.

In order to do this, overt advertising with aggressive images were to be avoided. Instead, a holistic communications campaign using key opinion leaders was employed to desensitise the topic of sex in public discourse, open up conversation channels surrounding ED and change people’s attitudes toward the condition.

Through telephone and online surveys, Weber Shandwick found that men aged between 35 and 55 thought erection hardness was important, but had concerns about taking the drug. Men aged 26 to 35 placed importance on intercourse duration, but perceived Viagra to be for the exclusive use of older men.  

Recognising this as an opportunity to dispel false and negative notions, the PR strategy consisted of four elements: online communications, rebranding, public education and events.

Two key messages were used throughout the campaign: 'Better sex, better life' (to normalise the topic of sex) and 'Hardness is a crucial element of great sex' (to dispel Chinese myths that western medicine generally offered ineffective solutions).

In the first stage, conversations surrounding sex, ED and Viagra were started online, where netizens could discuss these topics with anonymity and without limits.

With content support from Weber Shandwick, Pfizer launched two Weibo platforms on Sina named 'Sex and Life' and 'China Sexology Association', containing information and academic data about sex and related topics of interest. KOLs and experts in the field of sexual health answered questions on these platforms.

The conversations were also made tangible offline with fun promotional items including mugs decorated with pandas in various sex positions.

The second stage was a rebranding exercise surrounding the Viagra 10 Pills product launch. A launch party themed 'Set sail on a journey to enjoyable sex with hardness' created a casual atmosphere that put people at ease and helped them to feel comfortable talking about sex.

As the words '10 pills' (十粒) and 'capability' (实力) sound similar in Chinese, an image of a strong and capable man was also deployed in the product packaging to emotionally resonate with the target audience. 

The third stage was about public education, which saw the launch of a sex guidebook called Midnight Stories for Men as well as a seminar on the development of male sexual health in China.

In the last stage, Viagra was displayed at a sex museum where the media were invited to play interactive games as KOLs explained the link between Viagra and sexual development in China. 

Target media included general and lifestyle publications in tier-one cities and healthcare publications in tier-two cities.

Results

The two Weibo accounts attracted more than 83,000 followers, with one post about an interview with sexologist Professor Ma retweeted more than 260 times and gaining nearly 300 comments. 

Media coverage in general increased by 400 per cent compared with 2011, with more than 1,200 clippings generated in mainstream and specialist media. Cumulative PR value was about 11 million yuan (US$1.8 million).

Viagra achieved 80 per cent of brand awareness, while competitors Cialis and Levitra achieved 21 per cent and 7 per cent respectively.