New Cialis(R) Ad to Debut During Super Bowl XXXVIII
Championship Game is the "Right Moment" for New National Ad Campaign
INDIANAPOLIS, Jan. 26 /PRNewswire-FirstCall/ -- Lilly ICOS will debut a
60-second television ad for new Cialis(R) (tadalafil) -- the first oral
erectile dysfunction (ED) treatment shown to improve erectile function
compared to placebo up to 36 hours following dosing(1) -- during the
Super Bowl telecast on February 1. Lilly ICOS began airing 15-second
awareness spots during the National Football League's conference championship
games on January 18. However, this is the first time TV ads will inform
consumers that Cialis is for the treatment of ED and provide information on
the specific attributes of the product. This also marks the first time in the
Super Bowl's 38-year history that ads for an ED treatment will appear during
the game's telecast.
(Logo: http://www.newscom.com/cgi-bin/prnh/20040122/LILLYICOSLOGO )
"The Super Bowl is clearly one of America's premier sporting and cultural
events, and one that has a very special appeal and connection with our target
audience," said Matthew Beebe, Lilly U.S. team leader for Cialis. "There's no
better stage than the Super Bowl to debut our first ad featuring the up-to-
36-hour attribute of Cialis and what this may mean to a man with ED and his
partner. We're confident that our ad, like Cialis, will appeal to couples
coping with this condition."
The ad features a unique approach that differentiates Cialis from other ED
treatments. Paced with a soundtrack of laid-back jazz, the ad unfolds with
scenes of couples snuggling and enjoying a tender, playful or lazy moment, any
one of which could turn into the right moment. The settings of these moments
range from the extraordinary to the everyday. Couples are seen sharing a
relaxing moment watching a coastal sunset, a tender moment in an espresso bar
and a playful moment in the kitchen. With each couple the message is clear --
with Cialis there is no need to hurry -- couples can take their time to choose
the moment that is right for them. The ad closes by underscoring this
differentiating message.
After the Super Bowl, TV ads will appear on key prime-time shows on the
major networks, weekend sportscasts, and select sporting events including PGA
Tour telecasts. Print ads consistent with the TV spots will begin appearing
in national outlets around the same time.
"We designed our ads to appeal to a man with ED and his partner," said
Beebe. "ED affects not only the man but the couple and the relationship, so
our ads were developed to reflect this insight."
About Cialis
Cialis was approved by the FDA in November 2003. Cialis is currently
available in approximately 50 countries, including Australia, Brazil, Mexico,
and countries throughout Europe. More than one million patients worldwide
have been treated with Cialis since its first introduction in February 2003.
Cialis is available by prescription only. Cialis can be taken without regard
to food. The absorption of Cialis is not affected by food, including high-fat
meals.
Cialis is not for everyone. If you take nitrates, often used for chest
pain (also known as angina), or alpha-blockers (other than Flomax(2) 0.4 mg
once daily), prescribed for prostate problems or high blood pressure, do not
take Cialis. Such combinations could cause a sudden, unsafe drop in blood
pressure. Don't drink alcohol in excess (to a level of intoxication) with
Cialis. This combination may increase your chances of getting dizzy or
lowering your blood pressure. Cialis does not protect a man or his partner
from sexually transmitted diseases, including HIV.
The most common side effects with Cialis were headache and upset stomach.
Backache and muscle ache, were also reported, sometimes with delayed onset.
Most men weren't bothered by the side effects enough to stop taking Cialis.
Although a rare occurrence, men who experience an erection for more than
4 hours (priapism) should seek immediate medical attention. Discuss your
medical conditions and medications with your doctor to ensure Cialis is right
for you and that you are healthy enough for sexual activity.
About Lilly ICOS
Lilly ICOS LLC, a joint venture between ICOS Corporation and Eli Lilly and
Company, was formed to develop and market Cialis. Lilly, a leading
innovation-driven corporation, is developing a growing portfolio of first-in-
class and best-in-class pharmaceutical products by applying the latest
research from its own worldwide laboratories and from collaborations with
eminent scientific organizations. Headquartered in Indianapolis, Ind., Lilly
provides answers -- through medicines and information -- for some of the
world's most urgent medical needs. Additional information about Lilly is
available at http://www.lilly.com.
ICOS Corporation, a biotechnology company, is dedicated to bringing
innovative therapeutics to patients. Headquartered in Bothell, Washington,
ICOS is marketing its first product, Cialis(R) (tadalafil), for the treatment
of erectile dysfunction. ICOS is working to develop treatments for serious
unmet medical conditions such as interstitial cystitis, chronic obstructive
pulmonary disease, cancer and inflammatory diseases.
For additional product information, visit http://www.cialis.com.
Certain of the matters discussed herein may constitute forward-looking
statements within the meaning of the Private Securities Litigation Reform Act
of 1995. Such forward-looking statements are based on current expectations,
estimates and projections about the industry, management beliefs and certain
assumptions made by management. Investors are cautioned that matters subject
to forward-looking statements involve risks and uncertainties, including
economic, competitive and other factors discussed in the two companies'
respective filings with the Securities and Exchange Commission, which may
affect the business and prospects of the two companies. More specifically,
there can be no assurance that this product will achieve commercial success or
that competing products will not pre-empt any market opportunity that might
exist for the product. The companies undertake no duty to update forward-
looking statements.
(1) Individual results may vary. In clinical trials, Cialis was shown to
improve, up to 36 hours after dosing, the ability of men with ED to have a
single successful intercourse attempt. Cialis has not been studied for
multiple sexual attempts per dose.
(2) Flomax(R) (tamsulosin HCl) is a registered trademark of Boehringer
Ingelheim
SOURCE Lilly ICOS LLC
