Controversy
This brand has always been under controversy because of one thing or the other. It was discovered by 
GlaxoSmithKline in a joint venture with Icos Corp, in the later stages GlaxoSmithKline didn’t renewed the agreement and Icos Corp underwent an agreement with Eli Lilly to further the development. Later they both merged upon the launch of Cialis and its becoming a hit, and formed Lilly Icos Co. Later Eli Lilly bought Icos Corp for $2.2 billion as they had a 50/50 share in the profit of Cialis now it would go solely to Eli Lilly.
But the twist in the story came when they had to fire almost 500 employees of Icos Corp keeping only 127; those 500 did protested and this deal was very controversial as many got jobless.
It evoked a lot of reaction when it sponsored the Super Bowl and aired its ads during Super Bowl, that didn’t went well with the parents and Cialis had to go trough a lot of criticism, as most of the families at that time sit together and are watching TV and such advertisements are considered inappropriate for minors and it was definitely not a suitable time to air such advertisements.