PFIZER NOW TAKES VIAGRA HOOPLA TO OTHER COUNTRIES.

Advertising Age, May, 1999

Several weeks after the launch of Viagra, radio shock jock Don Imus asked ABC News commentator Cokie Roberts: ``What do you think of that Viagra story?''

Ms. Roberts, accustomed to opining about public policy, not popular pills, responded with a laugh.

The exchange, which occurred on Mr. Imus' syndicated radio show, is an example of just how rapidly Pfizer's anti-impotence drug infiltrated the cultural mainstream upon its introduction last year.

`A PRODUCT THAT SOLD ITSELF'

``Viagra was a product that very much sold itself,'' said Mariola Haggar, an analyst with Deutsche Bank Securities. ``There was so much awareness about this drug and there was so much publicity a couple of years before the launch that when the drug was in...

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