You might have noticed that there’s a bit of a trend emerging in the TV commercials aimed at men. They’re not your usual car commercials or real estate agency commercials, but rather, they tend to be about getting girls or women into particular brands of medication or supplement.
This trend, which some are calling the “Viagra moment,” is due to the fact that while men are still very much affected by the “pink pill” mentality when it comes to their health, they’re beginning to behave in a more “women-friendly” way.
If you’re not familiar, “pink pills” are a reference to the fact that before the 1950s, Viagra was referred to as a “blue pill” due to its color. Back then, it was only available as a prescription medication, and was highly regarded for aiding men in achieving an erection. In the years since, blue pills have become much less popular. However, Viagra is still referred to as a “blue pill,” and for good reason – it’s still considered a reliable treatment option for impotence, especially when combined with a pressure device or injector.
The rise of the pink pill moment in commercial advertising can be attributed to a few key factors. First, since the beginning of the year 2020, there has been a surge of interest in herbal and natural remedies, particularly products that contain vitamin C. Second, the economic uncertainty that erupted in March of this year has made men more attentive to their healthcare needs, since they’re not sure if they’ll be able to pay their medical bills. Third, the highly publicized problems with the COVID-19 pandemic have made men more aware of the risks they run of getting sick. Finally, in recent years, the drugstore.com website has reported that since 2016, the sale of pink pills (i.e., Viagra and its competitors) has increased by 23%, whereas the sales of blue pills (i.e., traditional Cialis and Levitra) have dropped by 17%.
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Looking at the data, it’s clear that the interest in herbal and natural remedies and the fear of getting sick are the main drivers behind the recent surge in interest in the “pink pills.”
According to Google Trends, interest in herbal and natural remedies reached its highest point in March 2020 at the same time interest in the “pink pills” peaked in TV commercials. Since then, consumption of both has steadily declined, although the interest in herbal remedies has leveled off a bit since then. However, as interest in these types of products continues to decline, demand for the “pink pills” is likely to increase.
It’s also worth noting that the interest in online healthcare products, such as vitamins and supplements, has substantially increased as a result of the pandemic. In fact, according to Google Trends, interest in these products reached its highest point in March 2020 at the same time interest in the “pink pills” reached its highest point in TV commercials. Since then, interest in online healthcare products has declined as a result of the end of the pandemic, but demand for the “pink pills” is likely to continue as the cost of traditional pharmaceuticals continues to rise.
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While interest in the “pink pills” has increased in recent years, this trend is not new. In fact, looking at data from the NPD group, we can see that interest in the medication has steadily increased since 2016. At first, the increase was modest, but around 2018 and 2019, interest soared, growing by 27% and 43% respectively. However, even with the recent spike in interest, traditional or “blue” Viagra is still considered a less popular option among men than its more fashionable counterpart. The most popular “pink pill” product in the world is Cialis, a medication that works in a similar way to Viagra, with 33.6 million prescriptions written annually and a 50% market share.
In the years since it was introduced, Cialis has been marketed as the “cool” or “hip” alternative to Viagra. Its design reflects the changes in modern society. Instead of the retro logo of the 1950s, the medication has a circle with a slash through it, a design that was inspired by the Italian flag. In addition, the color pink has been used to brand not only Cialis, but also its competitors, such as Remedec, which is marketed in Canada as “pink diamond,” and Filtrex, which is marketed in the UK as “passion fruit.”
Along with the increase in popularity of the “pink pills,” there has also been a rise in the number of men who want to adopt a more feminine or “girlie” lifestyle. While this trend is not new, and many men have always preferred to wear dresses and feminine clothing, it has become more prominent as a result of the “pink pill” moment.
Judging from the growth of the “pink pill” trend and the fact that many men are beginning to desire a more feminine lifestyle, it’s clear that there is plenty of room for growth for medication and supplement companies. However, as with any new trend, there are risks associated with embracing the more feminine side. If you want to keep your manliness, it is important to remain vigilant and ensure that your interests are not being overlooked.