Cialis, which is expected to compete directly against Viagra, is a new PDE5 inhibitor in development by Eli Lilly to treat erectile dysfunction.
According to Candy Wan, managing director, Hong Kong and China, the agency will provide guidance on Cialis' communications strategies in the region, as well as its implementation.
She said the pill's ability to work within 16 minutes, hence allowing time for romance and a "normal sexual experience", would give it an advantage over similar products, which are also expected to hit the market this year.
"The focus of Cialis is its real-life effectiveness as clinical studies showed Cialis works up to 24 hours and as early as 16 minutes after taking the pill, said Wan.
"The period of responsiveness or window of opportunity of Cialis provides patients with the freedom to choose the moments that is right for them, allows time for romance, and they don't need to be worried about when they take the tablet as it is not affected by food and alcohol."
The campaign will be launched first in Singapore, followed by Taiwan and Hong Kong.
