New campaign redefines traditional conversations around Viagra

Pharmaceutical company Viatris Hong Kong has partnered with local creative agency Vibes, a part of Uth Creative Group, to launch a campaign that aims to shift traditional views of Viagra (威而鋼).

Running until 20 March, the campaign targets Hongkongers aged 30 to 50. While most communications in this category typically target older segments facing hardness issues, the brand believes there are compelling angles to explore that can create a brand connection with a younger target segment through fun and bold elements.

As a brand specialised in maintaining hardness, Viagra aims for brand rejuvenation by emphasising that it provides greater enjoyment of sex. The campaign seeks to challenge traditional perceptions and promote the idea that the product enhances healthy sexual relationships. This shift moves from purely functional selling to a hybrid emotional and functional approach.

As part of the campaign, Viatris has rolled out a key visual that highlights the fun-loving moments shared during intimate times between couples. It aims to break down barriers and the "embarrassment" associated with discussing sex, while capturing memorable moments that embody the true essence of love—a joyful and deep connection between partners. This key visual is being promoted across MTR stations.

Tim Chan and Ming Chan, creative partners, Uth Creative, said: “Our starting point was the insight that intimacy and connection are vital for any adult. We wanted to move beyond the clinical data and tap into the spark that keeps relationships alive. Viagra, in this context, becomes a potential way to ignite that spark.”

Don't miss: Durex transforms the perception of lubricants with new campaign

Brands associated with enhancing sexual experiences have been launching out-of-the-box campaigns in Hong Kong. For example, Reckitt’s brand Durex has transformed the perception of lubricants and reintroduced the product into the daily lives of Hongkongers with its new campaign named "Lube grows love” (為愛灌溉).

Done in collaboration with creative agency Durian Hong Kong, media agency PHD and social media agency JAG, the month-long campaign centres around three key usages: “painless”, “naughty” and “elevation”. It aims to address the condom market shrinkage by offering gender-friendly and neutral products to cater to the rising trend of inclusivity, especially within the LGBTQ+ community.

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