The launch of the erectile dysfunction product for Lilly combined consumer and ethical healthcare expertise to reach that traditionally most challenging of audiences – middle aged men. Getting this group to talk about a taboo subject related to their health meant discussing the issue in a language and setting in which they would feel comfortable.

This included the launch of a Haynes ‘man manual’ – the first in the Haynes health series – involving BBC Top Gear celebrities and support groups, and the world’s first 24-hour press conference. Launch evaluation clearly showed that men welcomed the vehicles used to reach them.