Almost every brand in the erectyle disfunction category has focused communication on what ED is and the consequences it has in couples. We wanted to have a more positive message, we wanted our audience to understand that with Bayer’s solution, ED is no longer a problem. We want to encourage them into having a fuller, richer sex life and understanding that with Levitra, the best is yet to come. We wanted our audience to understand that a good sex life is in no way determined by youth. That now, the have more maturity, confidence, experience and knowledge about each other. So we want to invite them to explore, play, to have fun, experience new things, in other words, we want them to “Enjoy their sex life like never before”.