The Erection Blister by Ogilvy & Mather Prague for Clavin

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The Erection Blister

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Industry Health & Pharmaceutical Products
Media Direct marketing, Design & Branding
Market Czech Republic
Agency Ogilvy & Mather Prague
Released May 2012

Awards

London International Awards 2013
Design Direct Marketing - Consumer Bronze Winners

Credits & Description

Entrant Ogilvy & Mather, Prague
Title The Erection Blister
Advertiser CLAVIN
Product/Service: ERECTILE DYSFUNCTION REMEDY
Industry: Pharmaceutical
Creative Director Will Rust (Ogilvy&Mather)
Creative Director Tomas Belko (Ogilvy&Mather)
Art Director Daniel Kupr (Ogilvy&Mather)
Art Director Jiri Langpaul (Ogilvy&Mather)
Copywriter Jiri Langpaul (Ogilvy&Mather)
Account Management Frantisek Mares (Ogilvy&Mather)
Execution
We used the locally well-known box and logo from the original design to conceal a subtle but significant design change which immediately and perfectly demonstrated the product benefit.

Client Brief Or Objective
Clavin is a hugely popular over-the-counter erectile erectile dysfunction remedy. Introduced in 1999, it has been the market leader in the Czech Republic since 2006, yet its customers are mostly over 40 years old. we were asked to use humour and refocus the product on a younger target audience.

Implementation
Changing a blister pack is a massive production headache. The machines used to produce them are old, inflexible and very difficult to mess with. Nonetheless the stand-up pack was produced over a course of three months (and a lot of failed attempts) in a limited run of 500 packs. The packs were handed out to younger guys in Prague nightclubs who looked like they need a boost.

Outcome
The packs have become a collectors item. Recipients of the pack mostly chose to keep in intact and during the month of September sales figures for the regular box spiked to an annual high of 5, 678 boxes.