Pfizer chooses WWAV for OTC Viagra account

US-based Pfizer has hired WWAV Rapp Collins London to market its GBP 10m EU account for Viagra (sildenafil), which it wants to sell over-the-counter (OTC) in the UK.

WWAV will raise awareness of Viagra's new OTC status when the drug gets its licence from the UK regulatory authorities and will then run on and offline customer management programmes.

WWAV has handled Viagra's marketing account for Viagra for six years and Pfizer was one of the agency's first clients when it launched Rapp Collins Consumer Health division. The hub was set up to establish the European agency network's relationship marketing credentials.

Back in February 2007, men were able to buy OTC Viagra in the UK from Valentine's Day in a pilot programme. Three Manchester-based Boots pharmacies sold the impotence treatment for GBP 50 for four pills. Customers received a consultation with a pharmacist and had their medical history verified.