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Viardo Forte
What men DON'T discuss

RAN IN: Russia

CLIENT
DIOD Factory JSC

AGENCY
Deltaplan *Lead Agency


SODA


SUMMARY

Viardo Forte, a food supplement designed to strengthen male health, has been popular with consumers since 2006. But in 2016 its sales declined and Viardo ended up in sixth place according to brand awareness. We had to ensure sales growth and a place in the top three of the category. An anonymous online survey helped us realize that it was best to target married couples. As it turned out, 37% of men stop having sex after 40. They invent excuses in bed but in the end, its their wives who are affected. We tried to stand out from our competitors and showed a different kind of consuming situation - a married couples sex life instead of some casual sex. By the end we saw sales rise by 20% and Viardo Forte secured a third place in its category.

CASE STUDY

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CASE VIDEO


Audience: The study (by Vision research company, 2017) helped us to define our TA profile. One part of which are married men 40+. They work hard, cope with stress, they have children. Another part consists of women who may buy the drug for their husbands. The study revealed that in 30% of cases male potency drugs are bought by women. They represent almost a third of the audience! That's why our strategy was targeted at married couples, at being close to both men and women.  

Objectives: Ad campaigns objectives are presented in the table.  

Type: B2C

Language: English, Russian