The brief: Levitra's launching
The client: Bayer
The awkward masculine feeling that comes along with a visit to an urologist led us to convert it to the urologist himself. We decided to feed them, literally and without limits with Levitra's brand experience.
launching Levitra, Bayer wanted to set a new standard for customer service in comparison to the leading competitor Viagra. The manufacturer of the new drug was aware of the embarrassment the patient was having, so it turned it into a positive and stylish experience: This drug has a design that looks and feels like a chewing gum pack, the pill has a refreshing mint flavor and most importantly, it can be combined with alcoholic beverages.
For the launch of Levitra, the company first targeted 150 leading urologists. Our team started thinking for a unique launch idea after Bayer planned a well-publicized event that faithfully presented the brand values.
The awkward masculine feeling that comes along with a visit to a urologist led us to convert it to the urologist himself. We decided to feed them, literally and without limits with Levitra's brand experience. We asked the patisserie chef to create a dessert inspired by the new drug: the color, the shape, the solubility, the taste and the texture.
The impressive dessert was presented in molds that mimicked the original Levitra packaging. To enhance intimacy, we built a black curtain with dim lighting at the entrance to the event. For a moment, every guest has to go through it and loses sight of reality. Waitresses in orange wigs and black dresses stood in the dark area. One by one, the embarrassed urologists arrived, and their waitresses made sure to feed them dessert. When the CEO of the company took the stage, the talk was about dessert instead of medicine. By the end of the evening, it was clear - the urologist would already forget their leading competitor...