Top drug firm's Viagra ad is a hard act to follow

PUBLISHED : Saturday, 30 June, 2007, 12:00am
UPDATED : Saturday, 30 June, 2007, 12:00am
 

Stock analysts, or at least their reports, are not known for salacious humour. But after looking at the latest advert Pfizer has put out for its best-selling sex drug, Viagra, we are wondering if the puns were intended in a new report put out by the US investment rating company Morning Star recommending a strong buy on the drug maker.


As a proper family newspaper, we can't really reproduce the ad, even though it has run in mass-circulation magazines like Next. Suffice to say, it features cucumbers, bananas and marshmallow candy sticks, practically a full vegetarian menu. It is titled 'The Art of Hardness'.


The Morning Star report goes like this: 'In an industry where size matters, Pfizer dominates the landscape. As the largest pharmaceutical company in the world, Pfizer has the resources to invest more than its competitors - in research and development as well as marketing. This unmatched heft, combined with a broad portfolio of patent-protected drugs, has helped Pfizer build a wide moat around its business.


'Being the biggest has conferred certain advantages upon Pfizer.' (The italics are mine.)


Perhaps Morning Star should be renamed Morning Glory.


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