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

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