LILLY ICOS BREAKS GLOBAL ERECTILE DYSFUNCTION CAMPAIGN
By Adnews Staff
Lilly ICOS, a joint venture between pharmaceutical firms ICOS and Eli Lilly, have begun a global erectile dysfunction campaign called "Music for 2." Lilly ICOS produces Cialis, a prescription medicine for erectile dysfunction. The initiative will take place in Canada, Mexico, the United Kingdom, Germany, Portugal and Sweden. The effort will move to other countries later this year. "We have chosen music as both a universally-appealing and positive platform to engage men in conversations about their sexual health," said Mark Barbato, executive director and global product team leader of Lilly ICOS. The campaign will include a Web site, CD giveaways and live concerts. The Canadian Web site at <http://www.musicfor2.ca> contains music and health-related information. The first CD to be distributed, called "It Takes Two," will be a collection of duets. A live concert will take place in Monte Carlo next month. Other local events will occur through the year. Public relations for the campaign are being handled by National Public Relations of Toronto.