Eli Lilly & Co.

Amy White Meadows, Brand Director
Thomas Nowlin, Brand Manager

Grey New York *Lead Agency

Mark Schwatka, Executive Creative Director
Laura Mizrahi, SVP Group Creative Director
Eric Bet, Creative Director
Henry Schneider, Creative Director
Pamela Judkowitz, Producer
Jonathan Sumler, VP Account Director
Heather Kruger-Scheip, Account Supervisor

OMD *Lead Agency

Angelo Lomonte, Group Director, Strategy

Wondros

The Artery

Edit One

Cialis has treated men with erectile dysfunction (ED) for over ten years, delivering a brand promise that offers couples more spontaneity in their relationships. With the introduction of Cialis for daily use, men with ED could now take one pill a day that also treated BPH, a condition that can cause an enlarged prostate and urinary problems. Half of men with ED also have BPH so this was a key business opportunity. The challenge was delivering a breakthrough BPH message, while maintaining the core brand essence of couples and romance.