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Pele keeps playing for Pfizer

Published on 29/10/03 at 10:07am

Pele has signed up with Pfizer to continue his work on raising awareness of erectile dysfunction for the pharma company.

The Brazilian football icon will appear at events in the UK, Mexico, Belgium and Brazil and feature in a series of print and broadcast ads in Europe, Asia and Latin America.

The ads are part of the 'Pfizer Love Life Again' disease awareness campaign to encourage men to take a more active interest in their sexual health.

One in three men experience erection problems that interfere with their love lives, according to Pfizer, but only one in 10 currently seek treatment.

Pele said: "We still haven't reached my goal of seeing 10 out of 10 men with ED visit their doctors. Until we do, I'm committed to talking to men around the world and helping them put the life back in their love lives".

Last year Pfizer's first Pele-fronted ED awareness campaign persuaded 63% of those receiving additional information to speak to their partner about their erection problems and 42% went to see a doctor for the first time about the issue.

Dr Jack Watters, VP of Medical Affairs for Pfizer, said: "Men listen to Pele because he's believable and well-respected both on and off the playing field".

"We're delighted that he has re-committed to this campaign because he is able to motivate men around the world to see their doctors and potentially improve not only their sexual health, but also their general health and well-being".

Lilly/Icos, which promotes rival ED treatment Cialis, has also opted for a sports focus in its promotional efforts and will be a major sponsor of the America's Cup 2003.

It is not known in what direction promotional efforts for the third product in this area, GSK/Bayer's Levitra, will go.

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