Lloydspharmacy launches latest ads for 'men's problems'
Lloydspharmacy has launched a new campaign promoting the medical advice and treatments its Online Doctor service offers for men with erectile, ejaculation and hair loss concerns.
The new press and outdoor ads, created by TDA, follow Lloydspharmacy's cheeky erectile dysfunction campaign from earlier this year.
This time there are two creative executions. The first shows a group of women, one looking dishevelled, with the headline: 'Guess whose partner's been treated by our online doctor'.
The second shows the feet of a couple in bed with the headline: 'Another great performance thanks to our online doctor'.
"Our previous activity shows that innuendo acts as an effective 'ice breaker' for communications surrounding potentially embarrassing male conditions," said Peter Wilton, head of brand and marketing communications at Lloydspharmacy.
"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."
TDA has worked with Feather Brooksbank to select a highly targeted range of media including The Sun, Daily Mirror and The Times. Ads will also appear in the Rugby World Cup guide and an insert for TUI Group ticket confirmations has been developed, as well as posters for washrooms and gyms.
"Lloydspharmacy Online Doctor targets a different demographic to the company's community pharmacies," said 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."
The campaign will run until the end of August.