High street pharmacist Lloydspharmacy has today launched a new set of innuendo-led adverts for its range of cures for ‘male problems’.
The campaign, which will feature in print and in outdoor media, focuses on treatments for three core conditions: erectile dysfunction, premature ejaculation and hair loss, and uses humour to try and take some of the embarrassment out of men seeking help.
One ad shows a panel of women, one looking dishevelled, with the headline “Guess whose partner’s been treated by our online doctor”. A second ad shows a couple’s feet intertwined in bed and claims “Another great performance thanks to our online doctor”.
After a successful campaign for Lloydspharmacy’s Online Doctor service earlier this year, the company has worked with engagement marketing agency TDA and media planning & buying firm Feather Brooksbank to promote the new ads in a highly targeted range of media.
Peter Wilton, Head of Brand & Marketing Communications at Lloydspharmacy, said: “Our previous activity shows that innuendo acts as an effective ‘ice breaker’ for communications surrounding potentially embarrassing male conditions.
“This approach enables us to capture the attention of the target audience, making them more receptive to the serious message that Lloydspharmacy Online Doctor offers genuine treatments from fully qualified doctors.”
Along with featuring in The Sun, Daily Mirror and The Times, the ads will also be displayed in the Rugby World Cup guide and in toilets and gyms.
With experienced GPs on hand to offer advice to concerned people during normal office hours, the Online Doctor service offers an easy way to seek help for ailments without visiting a doctor in person.
“Lloydspharmacy Online Doctor targets a different demographic to the company’s community pharmacies,” commented Lucy Barter, Account Director at TDA.
“Our challenge is to create high-impact executions, within the brand parameters, that work hard to change the behaviour of the target audience.”
Lloydspharmacy took full control of online doctor service DrThom.com in March of this year after previously holding a 33 per cent stake in the firm.