In 2014, Viagra, perhaps one of the world’s most iconic drugs, was faced with an expiring patent, increased and diversified competition and a shifting consumer profile. The brand needed to strengthen its unique position as a global icon in a rapidly changing landscape. The new design and packaging structure unlocks Viagra’s iconic equities for the first time, emphasising its premium credentials whilst creating impact and encouraging consumer engagement.

The new brand and packaging design is powerful and dynamic, communicating performance in a modern and emotive way. We took inspiration from the trusted colour and shape of the Viagra brand, removed the pharmaceutical filter and reinterpreted it with a fresh lifestyle-led execution. The ‘V’ of the iconic brand name is subtly highlighted with a spot varnish and used as a vehicle to represent the problem of erectile dysfunction. At the same time, the A of the identity has become the focal point of communication, putting the spotlight on the solution and is the mark of confidence and reassurance. The new structure integrates an innovative perforated edge into the pack running through the ‘A’. This new ‘snap, crack, pop’ feature answers the need for immediacy, complementing consumer behaviour.

The new design is permanent. It launched in August 2014 and gradually rolled out across 8 SKUs in pharmacies until December 2014.

In an increasingly competitive and investment dependent market, Pfizer's ultimate goal was to slow down Viagra’s decline in units and as a result, a decline in value.

The new identity and design achieved this - slowing the decline by 3% percent compared to the same period the previous year (Dec 2012 - 2013 vs Dec 2013 - March 2014). In an already declining market and given the volumes 3% equates to, this is a significant result for the brand.

The decline continues to slow while market conditions are getting tougher - there are now 7 other generics on the market and the brand is also being impacted by growing pressure from herbal products which make a significant investment in advertising.