With a minimalistic visual approach, copy and graphic visualisations perfectly encapsulate societal insights on stress-free sex whilst dramatising the product's inherent benefit. By normalising exploration and liberation in sexual expression, the work exemplifies Cialis's unique positioning in the market, contributing to its rebranding success

Erectile dysfunction (ED) is the inability to achieve or sustain a firm erection during intercourse. In the UK, 1-in-3 males, increasing to 3-in-4 for those aged 25-34, are affected. ED can be caused by physical & psychological disorders and poor lifestyle choices. Considering that by 2040 England is projected to experience a 37% increase in major illnesses, the need for ED treatments in the UK will continue to grow.

The UK also has unrestricted access to porn. It is well documented that pornographic content has a negative impact on sexual expectation and behaviour. It fuels dissatisfaction and friction within relationships often from unmet expectations and performance anxiety. In other words, stress. Lots of undue stress. All factors closely associated with ED and a real cultural issue.

Since 2018, ED treatments have been available over the counter (OTC) in the UK. Notably Viagra. It dominated the ED market in 2022 with a 58% revenue share. This is through its established brand recognition, prolonged market presence, and consumer trust. This has led to oral ED medication leading the market and retail pharmacies being the highest-grossing distribution channel. Cialis became a UK OTC drug in March 2023 – a strategic response to these market trends.

The importance of these cultural and market nuances underpinned the Cialis rebrand, and can be seen throughout the work.

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.

The UK needs to learn what we're into. Find out what turns us on. With Cialis there is no time pressure. Unlike the competitions 4-5 hours, 1.5 days enables the moment to

happen. Naturally. Playfully. Whenever that mav be. whatever that mav be.

The design language embodies this stress-free sex whilst dramatising the inherent

benefit or the brand

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. Like a Troilist - if being watched is your thing? Or a Philomath perhaps? If numbers turn you on - like 36.

Each execution speaks directly to stress-free exploration. Empowering us to acknowledge what we're sexuallv into