I don't know maybe I'm wrong about this but they seem to want young men to take ED pills. And this seems off to me, shouldn't young people be able to achieve erections without medicinal aid? Are men not getting erections at younger ages?
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It's been a sponser for a bunch of podcast for years. I've recently started seeing commercials for it and similar products. But the ads are filled wirh young women and young men. I remember when viagra was new their spokespeople were older dudes like Bob Dole.
Going generic does make it a lot more affordable to a lot more consumers, so maybe that's part of the reason they're broadening their target market.
Could also be a tweak to the advertising campaign, not specifically to target younger consumers so much as to give the impression that the drug will make middle aged guys (feel) "younger" and appeal more to young hot women.
It's not exactly a new kind of advertising strategy either. Cigarette and alcohol ads in magazines used to do similar things.