A new :90 spot for Xiaflex begins with a couple watching the
brand’s groundbreaking 2021 ad, with a carrot substituting for the curved penis of Peyronie’s disease patients.
During the commercial, a bent carrot gradually straightens from 45 degrees to 26 degrees, symbolizing the drug’s success.
The new creative, again from Klick Health, shows the couple
discussing initial embarrassment about Peyronie’s, their relief in talking to a urologist, and their happiness that they were eligible to pay $0 out-of-pocket for Xiaflex. Then, after the spot
details the treatment’s risks, the man says, “No wonder why I was hesitant.” His partner responds, “Who wouldn’t be? I’m glad you found a urology specialist who
talked to you about side effects. It made the decision easier.”
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The woman’s involvement in the spot is significant, since while still primarily targeting men 45+, Xiaflex has
“evolved our strategy to specifically include partners,” Dayna Sracic, executive director, consumer marketing for parent company Endo, tells Marketing Daily. “The role of a PD
patient’s romantic partner is incredibly important to their journey, both because of the influence they may have on the patient, the support they can provide through their journey, and the
impact that the condition can have for them as well.”
The spot is airing on TV, streaming platforms and online video, including CBS, HBO Max, Hulu, Peacock and Prime Video.
The
campaign, set to run for at least a year, also includes shorter videos; placements on social media, such as Facebook, Instagram and Reddit; and programmatic digital to reach the target 45+ male
audience. Healix Global is the media agency.
The original Bent Carrot campaign ran through November 2024 -- but Endo hasn’t been quiet on the Peyronie’s disease marketing front
since
In January, the company launched “I Got Somebody,” its
latest unbranded awareness campaign for the condition.
Xiaflex also treats Dupuytren’s contracture (curled fingers), and in February Endo launched “Steve’s Journey,” its first branded ad for that indication.