Revitalizing A Brand
revitalizing a brand
At the time Viagra was the only brand of its kind in the market, sales were declining after rapid initial growth. The client team was quite uncertain about the future of the brand. There was considerable negative press about Viagra. Additionally, it was not unusual to hear late night talk show hosts joke about the brand. The team recognized they needed to understand the cause of the drop off in sales and determine how to better position the brand moving forward.
Our first order of business was to assess the brand image in the market place so that we could develop a new brand strategy to enhance the franchise. Our findings noted the brand had an overwhelmingly positive brand image (contrary to internal perceptions). The initial messaging targeted men who were 60+ years of age with ED. We also found younger men were receptive to the brand but were not being spoken to.
Based on our findings we made several recommendations. First, target younger men of all demographics. Break down the barriers and taboos that Viagra is for older men. We suggested changes to the advertising and marketing to help accomplish these goals. The results of this revitalization effort were quite positive – the brand noted increased sales over previous years.
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