SK chemicals (Vice Chairman and CEO Kim Chang-geun) announced on February 27 that it has given the name M-vix to its new brand of ED drug, and has filed the product with the Korea Food and Drug Administration for approval.
The name M-vix is comprised of three syllables and low-to-medium sounds, giving it the enhanced deep image of a gentleman, unlike the competitors’ ED drugs which mostly consist of four syllables and voiced sounds ending in ra or na, giving them a sense of “lightweight.”
The new brand M-vix was coined by borrowing the M in Man, Macho, Male, and Muscle, as well as the initials of Bigs, Victorys and so forth. M-vix then refers to an ED drug that further “erects” male confidence.
Notably, the M-vix brand visually expresses the usage and efficacy of the new drug by using the letter M and a reverse angle motif that symbolizes men or the product.
Meanwhile, SK chemicals has registered M-vix as ai-bi-shi (愛比獅) in China, and is preparing for local marketing. The Chinese brand means love stronger than a lion, symbolizing a man of confidence, like the male lion which leads numerous lionesses.
Shin Seung-kwon, the CEO of the Life Science Division of SK chemicals, said, “With the efficacy of individual ED drugs not clearly distinguished, brand power is becoming more important. M-vix will surely appeal to consumer emotions, establishing itself as the representative ED drug upon its entry into the domestic market.”
M-vix, whose development was first begun by SK chemicals’ Life Science Division in 1998, underwent non-clinical tests at home and abroad, and then completed its first clinical test in 2004, a second clinical test in March 2005, and a third clinical test in August 2006. It is now awaiting the KFDA’s approval.