Viagra rival launches in U.K.

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[london] Eli Lilly & Cos.' Cialis, the first anti-impotence drug to rival Pfizer's Viagra, launched in the U.K. last week and may come to the U.S. this year. A professional marketing campaign by local U.K. shop Norris Lincoln Adcom broke for Cialis (pronounced CEE-alis). Pfizer executives met last week with two agencies, DiMassimo Brand Advertising, New York, and Bartle Bogle Hegarty, London, to choose a shop for a pan-European "buzz marketing" account. Pfizer's campaign is expected to address Eli Lilly's claims that Cialis is both faster and longer lasting than Viagra. A U.S. spokeswoman for Eli Lilly said the U.S. Food and Drug Administration may decide about approval of Cialis in the second half of this year. A third competitor, Levitra from GlaxoSmithKline and Bayer, will launch this year.
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