Viagra

Against a backdrop of an ongoing consumer healthcare revolution, we redesigned and rebranded Viagra to become as iconic as the product itself, through a timeless brand expression injected with power and performance.

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Needing to strengthen a market position against generics and patent loss, Viagra approached us to create a new identity, structure and packaging design for the Russian market.

Understanding key insights around consumer behaviour and answering the need for immediacy and quick consumption, our Strategy team worked closely with the Design team to develop an innovative new identity and packaging structure with a perforated ‘snap, crack, pop’ feature.

The new identity takes inspiration from the iconic blue colour and shape of the Viagra pill, but reinterprets it with a cool, dynamic lifestyle-led execution. The final A of the identity has become the focal point of communication, putting the spotlight on the solution and is the mark of confidence and reassurance.

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