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Hearts, flowers and Viagra: Pfizer sends a valentine;Drug marketer ties new campaign to romantic holiday.(Brief Article)
Crain's New York Business, February, 2000
Forget about the red box of chocolates. Pfizer Inc. wants consumers to say "Happy Valentine's Day" with a little blue pill. The pharmaceuticals company is launching a Valentine's Day campaign for its Viagra erectile dysfunction drug. "The approach was to send a sentimental, romantic message at a time when people are receptive to that," says Matt Lane, senior vice president-management supervisor at Cline Davis & Mann, the drug's Manhattan-based ad agency.
The print ads feature Cupid and tout Viagra as an "official sponsor of Valentine's Day." A 30-second TV spot -- which will run on national broadcast and cable TV through Feb. 14 -- features a couple's romantic encounter set to music. "This February 14 ... be sweet ... be playful ... be my Valentine," reads...
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