Sex has become stressful.

In the UK, unlimited access to porn is having a negative impact on how we view sex. It's fuelling performance anxiety. The positions, amount of times a person cums, or how long they can last add so much undue stress. But imagine what it's like for the 1-in-3 males who suffer from Erectile Dysfunction – a condition on the rise.

Oral treatments have been available over the counter (OTC) in UK Pharmacy’s since 2018. All current treatment’s force you to plan – helping for only 4-5 hours – adding extra time pressure and stage management. This adds even more stress. And there’s a near Oligopoly. A brand synonymous with the category dubbed the “Little Blue Pill”.

When Cialis became available OTC last year, it needed to find its point of differentiation and distinctiveness, resonating with this ever-growing market, and go up against the industry Goliath.

Removiing stress from sex.

That’s what the UK needs. Rather than trying to emulate unrealistic sex portrayed in porn, we need to learn what we’re into. Explore. Find out what turns us on. That’s what Cialis focused on.

After all, Cialis provides 36 hours to respond naturally when sexually aroused. No time pressure. Unlike the competitor's 4-5 hours, 1.5 days enables the moment to happen. Naturally. Playfully. Whenever that may be. Whatever that may be. A Philomath perhaps? If numbers turn you on – like 36. Or a Troilist – if being watched is your thing? Our design makes the two “ii” from Cialis the heroes of a new sexual revolution.Totally inclusive, non-gendered, for all sexualities, for everyone.

Welcome to stress-free sex.

For Cialis, design is more than just an identity. The design language embodies stress-free sex whilst dramatising the inherent benefit of the brand. 36 hours to respond naturally to whatever turns you on.

By elevating the two ii’s from the Cialis name, we made distinctive heroes of stress-free sex. Inclusive, non-gendered manifestations of all types of natural, playful sexual encounters. Visualising desire whenever it takes hold. Little by little. Or right away. How you want it, when you want it.

What better way to enable exploration than its very own ‘iima sutra’ brand book. 30 rules all designed around the Kama Sutra. Playful posters and merchandise champion the quirky sex that turns the UK on.

Stress-free sex resonated. Cialis went from 0 to 17.7% market share after only 8 months.

It’s not just another ED treatment brand identity. Cialis is shaped by societal insights. It challenges pornography-driven, performance-driven sexual encounters whilst dramatising the product's core benefit. It provides a different narrative of what sex can be.

Within a year, it became the #1 brand that: ‘understands what it’s like to have erection difficulties’; ‘fits my life better than other brands’ – significantly higher than the competition; and joint 1st with ‘is for someone like me’. Not to forget, the #1 choice for 18-49’s. A key demographic. All within the UK erectile dysfunction OTC market.

The design language is distinctive, ownable, and provides a clear point of differentiation.