Recently, we were tasked with revitalizing a well-known pharmaceutical brand from the late 1990s, specializing in Erectile Dysfunction (ED) treatment. The goal was to update the brand’s identity and messaging to align with today's cultural norms and expectations. Our first step was a complete website redesign, incorporating modern design principles and user experience enhancements to appeal to a contemporary audience. We also refreshed the creative messaging, making it more inclusive and relevant to today's consumers, focusing on the broader context of men's health and well-being.
In addition, we launched a comprehensive media campaign, including new TV and radio commercials, as well as digital ads. The commercials were crafted with a relatable and modern narrative, shifting away from the traditionally clinical tone of ED treatments. Our digital ads were highly targeted, using data-driven strategies to reach a diverse audience with personalized messaging. This recontextualization successfully revitalized the brand, increasing engagement and strengthening its position in the current market.