The erectile dysfunction (ED) category is very complex. It’s a condition that can feel dramatic for men with ED and is very taboo in society.

As an erectile dysfunction medication brand, Cialis Together wants to change consumer behavior by removing the taboo and instead open the conversation around the subject in the UK and dedramatize it so men know they are not alone in this.

To achieve this, Cialis Together created an OOH activation throughout London. By leveraging humor in a very culturally resonant manner, Cialis Together dedramatizes the subject of erectile dysfunction. The aim is to create a more inclusive and supportive environment for those experiencing ED, ultimately breaking down barriers and fostering greater understanding and acceptance within society.

For the 2023 Christmas season in the UK, we created an OOH activation that dedramatizes the subject of erectile dysfunction and opens the conversation about it. It really invites people to take pleasure and not let erectile dysfunction difficulties get in the way of enjoying the season.

We created humorous and non-judgmental messages using British cultural specificities and local insights while also tying it back to gift giving during the Christmas season. To help open the conversation, the messages were posted throughout London in December, a prime time for holiday shopping around the city.

We wanted people to know Cialis Together is there to ally with men and their partner in getting pleasure for Christmas and to make pleasure the best gift not only for themselves, but also their partner.

We can see an uplift in sales of 23% between the week of the 15th and 23rdof December 2023. Regarding search, we can see that Google search on Cialis Together increased by 10% when we started the OOH activation (compared to the week before). Also, we noticed an increase in the website traffic (+50%) at the start of the campaign.