When Viagra became available without a prescription in 2017, Boots wanted to highlight a new online consultation service that would mean men could access help and treatment without having to discuss it face to face. We dealt with the sensitive subject by normalising it without trivialising it, while reaffirming Boots’ reputation as the go-to for discreet and trustworthy healthcare advice. Confidential. Convenient. Considerate.
Ultimately Boots went with a Viagra-branded advert, with their online service as a secondary message.