Viagra launched the ‘MAN UP’ integrated campaign, starting with thematic print ads to show people how to be a ‘real man’, in effect, shining a new light on Viagra. Taking Viagra is an act of manliness as you put yourself in control of your own life. Simultaneously, it ads drove people to our mobile site called ‘MAN UP Challenge’. It was designed with 3 topics in mind, Gender Relations, Sexual Knowledge, and Product Information. Within 3 minutes, participants had to complete as many tasks as possible, to achieve their highest scores.

The campaign helped remove the embarrassing taboo surrounding Viagra. It encouraged men to have fun and engage with it, even on social platforms.
by Viagra
AD/D: arra

Cargo Collective, Inc.
Los Angeles, Calif.