Finalist
Eroxon: A New Era in the Treatment of Erectile Dysfunction
by Jungle Cat Solutions for Ceuta Healthcare
Summary of work
Eroxon (the first over-the-counter topical therapy for erectile dysfunction where no GP prescription is needed), we had the potential to change the UK’s erectile dysfunction landscape - with just three months from planning to launch.
With responsibility for media relations, we had a complex story to tell, tight timelines and success would be dependent on the launch. Our plan had to engage and our messages needed to resonate. We needed independent ‘weight’, credibility, and creativity to strike an impactful chord. With such a highly sensitive topic, still shrouded beneath an opaque veil, we knew our approach needed to be handled sensitively but create media interest and content.
The resulting media relations from the PR campaign alone exhausted stocks in five days, triggering unplanned Boots orders; resulting in:
- An Eroxon pack sold every 30 seconds on Boots.com
- Eroxon becoming the #2 seller across all of Boots.com - second only to NPD from No.7
- Eroxon sales reaching £2.75 million - first 3 months of launch.
Judges’ comments
Jungle Cat Solutions and Ceuta Healthcare have produced a solid campaign with great outcomes. It was trategic, tactical, with good use of evidence and experts. The panel recognised the sensitivty of the subject and significance of such positive outcomes.
