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NEW YORK Ads for the erectile dysfunction drug Levitra will swap ex-Chicago Bears coach Mike Ditka for an attractive 40-ish woman in a new round of creative hitting TV this week.
New spots for the prescription drug, jointly marketed by Bayer and GlaxoSmithKline, will feature the woman, who describes how the drug has changed her man. The Quantum Group in Parsippany, N.J., handles advertising.
Six months into the U.S. launch, marketers of the drug are stepping away from the macho positioning exemplified by Ditka.
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