Maxon Active is an OTC product that helps men fight the erectile disfunction. In order to increase the memorability of the brand name, as well as to dramatize its medical action we "created" the brand hero – an attractive middle aged man named Max. His philosophy is to live it up, what has its local expression “to take life to the max”. So in our idea the hero, his life attitude and the brand name work hand in hand to the benefit of Maxon Active memorability. Max fully attracts women attention which apparently confirms that Maxon Active works effectively. Max’s confidence boosts his sex life and his successful sex life (thanks to Maxon Active) boosts his self-confidence back. Who wouldn’t want such effect?
In this kind of communication the key task is create memorable metaphor that’s perfectly matched with the product. In the category of erectile disfunction treatment the additional challenge is to avoid “barrack room” jokes or awk connotations.
Consumers’ feedback proves our final cut to be right.