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New PGA TOUR Partner Cialis(R) (tadalafil) Debuts Consumer Golf Plans at The
Honda Classic
- Cialis Debuts Vignettes, Original Web Site and Interactive Fan Experience -
PALM BEACH GARDENS, Fla., March 11 /PRNewswire-FirstCall/ -- Cialis(R)
(tadalafil), the recently approved drug for erectile dysfunction developed by
Lilly ICOS , makes a unique debut today at The Honda Classic with a series of
initiatives designed to enhance fans' enjoyment of the game by focusing on the
emotional and mental aspects of golf.
* Airing during the weekend telecast of The Honda Classic on NBC Sports,
viewers will see the newest vignette, in a series of 16, featuring memorable
moments on the PGA TOUR.
* Fans everywhere can visit http://www.cialis.pgatour.com/ to experience many
of the innovative elements of the Cialis golf platform, including tips for
improving your golf game from noted golf advisor Dr. Rick Jensen.
* Spectators at select PGA TOUR events can experience the interactive Cialis
fan tent, titled "Tips for Enjoying Your Golf Game," which is stocked with
golf-related activities, including a personal golf skills assessment.
"The people who watch and play golf are an important audience to us, and we
believe that one of the best ways to connect withthis fan base is through
components that highlight the emotional and mental aspects of golf," said Paul
Clark, chairman and CEO of ICOS Corporation. "We want to create a presence for
ourselves at PGA TOUR events. Our golf platform, including our vignettes,
interactive Web site and Cialis fan tent, has the common thread of celebrating
golf moments and helping golfers of all levels relax and enjoy the game."
Vignettes
To help enhance fans' enjoyment of the game, Lilly ICOS and the PGA TOUR created
a series of vignettes featuring memorable moments on the PGA TOUR. While top
players are appearing in the vignettes, they are not endorsing Cialis.
"These vignettes allow golf fans an opportunity to relive memorable moments on
the TOUR," explained MattBeebe, Cialis brand team leader. "Whether you see them
during a broadcast or watch them on the Web site, they show the emotional
connection to golf that makes it such an enjoyable game."
Interactive Web site
The new Cialis-sponsored interactive Web site at http://www.cialis.pgatour.com/
provides tips on how to relax and enjoy your golf game more, while also letting
visitors view vignettes. Visitors can get specific advice from leading experts
in golf and sports psychology on the mental aspects of the game. The site also
gives fans the chance to vote on topics related to golf through an interactive
poll.
"Cialis Presents: Tips for Enjoying Your Golf Game"
The Cialis tent, titled "Tips for Enjoying Your Golf Game," offers fans unique
perspectives from experts who will provide insights into their game. Visitors to
the fan tent can receive a skills assessment and "video lesson" for improving
their golf game designed by sports psychologist Dr. Rick Jensen, as well as
access to tips from other experts. The assessment consists of 16 questions to
evaluate the participant's current golf game. Each participant will receive a
print-out that includes customized tips and reminders to help them improve their
game.
"We believe fans will enjoy our tent because of the unique things they'll find
there," said Beebe. "Fans will have the rare opportunity to gain insight from
Dr. Rick Jensen, a renowned sports psychologist and advisor. We think his
one-of-a-kind personal skills assessment, focusing on the mental and emotional
approach to the game, will ultimately enhance fans' enjoyment of the game."
The Cialis tent also features an Internet kiosk where fans can visit
http://www.cialis.pgatour.com/ , and can pick up a special tips booklet
specifically designed to help golfers everywhere increase their enjoyment of the
game.
Golf Channel Partnership
To further integrate Cialis and golf, Cialis has partnered with The Golf Channel
to showcase a special feature called "Relax Your Mind, Improve Your Game." This
feature will run on The Golf Channel's weekly Monday night show "Your Game
Night," and will support the vignettes.
Cialis Golf Platform
Cialis is an official partner of both the PGA TOUR and Champions Tour through
2007 and title sponsor ofthe Cialis Western Open through 2006. According to
Lilly ICOS, the sponsorship represents a timely and unique opportunity to
educate men in the United States about a significant health issue -- erectile
dysfunction (ED) -- and the role of Cialis as theonly oral ED treatment option
shown to improve erectile function for up to 36 hours in most men. Through its
partnership with the PGA TOUR, Lilly ICOS offers consumers information about ED
and Cialis on-site in the Cialis tent. Consumers may pick up brochures on ED or
Cialis, and access the Cialis Web site, http://www.cialis.com/ , to get more
information about Cialis. Now available by prescription, Cialis was approved by
the U.S. Food & Drug Administration on November 21, 2003.
About Cialis
Cialis, approved by the FDA in November 2003 for the treatment of erectile
dysfunction, is the first oral ED treatment shown to improve erectile function
up to 36 hours in most men. Cialis can be taken without regard to food. The
absorption of Cialis is not affected by food, including high-fat foods. Cialis
is currently available in more than 55 countries including Australia, Brazil,
Mexico, Canada, the United States and countries throughout Europe. Nearly two
million patients have been treated with Cialis since its first introduction in
February 2003.
Cialis is available by prescription only and is not for everyone. Men taking
nitrates, often used for chest pain, or certain alpha-blockers for prostate
problems or high blood pressure, should not take Cialis. Such combinations
could cause a sudden, unsafe drop in blood pressure.
Men should discuss their health status with their doctors to ensure Cialis is
right for them and that they are healthy enough for sexual activity.
The most common side effects with Cialis were headache, upset stomach, delayed
backache or muscle ache. Although rare, men who experience an erection for more
than 4 hours should seek immediate medical attention. Men should not drink
alcohol in excess with Cialis. Cialis studies were not designed to assess
multiple intercourse attempts after a single dose.
For full patient information, visit http://www.cialis.com/ .
About Lilly ICOS
Lilly ICOS LLC, a joint venture between ICOS Corporation and Eli Lilly and
Company, has introduced Cialis(R) (tadalafil) for the treatment of erectile
dysfunction. The U.S. Food and Drug Administration approved Cialis Nov. 21,
2003. Cialis is approved for sale in more than 55 countries.
Lilly, a leading innovation-driven corporation, is developing a growing
portfolio of first-in-class and best-in-class pharmaceutical products by
applying the latest research from its own worldwide laboratories and from
collaborations with eminent scientific organizations. Headquartered in
Indianapolis, Ind., Lilly provides answers -- through medicines and information
-- for some of the world's most urgent medical needs.
ICOS Corporation, a biotechnology company, is dedicated to bringing innovative
therapeutics to patients. Headquartered inBothell, Washington, ICOS is
marketing its first product, Cialis(R) (tadalafil), for the treatment of
erectile dysfunction. ICOS is working to develop treatments for serious unmet
medical conditions such as chronic obstructive pulmonary disease, cancer and
inflammatory diseases.
Except for historical information contained herein, this press release contains
forward-looking statements within the meaning of the Private Securities
Litigation Reform Act of 1995. Such forward-looking statements are based on
current expectations, estimates and projections about the industry, management
beliefs and certain assumptions made by the management of ICOS and Lilly.
Investors are cautioned that matters subject to forward-looking statements
involve risks and uncertainties, including economic, competitive, governmental,
technological, legal and other factors discussed in the two companies'
respective filings with the Securities and Exchange Commission, which may affect
the business and prospects of the two companies and Lilly ICOS. Results and the
timing and outcome of events may differ materially from those expressed or
implied by the forward-looking statements in this press release. More
specifically, there can be no assurance that Cialis will achieve commercial
success or that competing products will not pre-empt market opportunities that
might exist for the product.
The forward-looking statements contained in this press release represent ICOS'
and Lilly's judgment as of the date of this release. ICOS and Lilly undertake
no obligation to publicly update any forward-looking statements.
(Logo: http://www.newscom.com/cgi-bin/prnh/20040311/PGATOURLOGO
http://www.newscom.com/cgi-bin/prnh/20040122/LLYICOSLOGO
http://www.newscom.com/cgi-bin/prnh/20040311/PGATOURLOGO
http://www.newscom.com/cgi-bin/prnh/20040122/LLYICOSLOGO
DATASOURCE: Lilly ICOS
CONTACT: Carole Copeland of Lilly ICOS, +1-317-277-3661; or Chris Smith
of PGA TOUR, +1-904-273-3379