The successful agency will be briefed to create an above-the-line campaign, including TV, print, in-store and outdoor activity, which will encourage ED sufferers to seek advice on the drug from their GP. Unlike the Pfizer-owned Viagra, which works for a four-hour time window, Cialis can be effective for up to 36 hours.
In recent years it has increased its share of the ED market, which is estimated to be worth more than $1.5 billion in the US.
In the second quarter of this year, Cialis' US sales were up 16 per cent to $149.4 million compared to Viagra, which saw its sales rise by just 4 per cent to $207 million.
Eli Lilly recently launched a TV campaign in the UK promoting its ED advice website 40Over40.com. The ad features a couple dancing to Ravel's Bolero in their kitchen.