Tadalafil (Cialis®)—used in the treatment of erectile dysfunction—was launching as an over-the-counter medication (OTC). Although Cialis® was being offered OTC, customers would need to receive authorization from an online healthcare provider before being able to complete a purchase.

The ask: To create an awareness campaign demonstrating fresh messaging while keeping with the client's existing brand tone. Touchpoints needed to include an e-commerce road map with easy access to the pre-approval process, suggestive selling opportunities with online retailers such as Walmart and Amazon, as well as a loyalty program for customers who use Cialis® on a reoccurring monthly basis.

Delivered: A 360° campaign with multiple activation points throughout the retail journey as well as online point-of-purchase product suggestions under the campaign tagline All Rise.