Who says 13 is an unlucky number?

As the Global agency for the launch of the Prevenar 13 vaccine, creative wasn't the issue. Consistent messaging and execution was key.

This was a strategic endeavor that spawned from an audit of inconsistent marketing across international markets for Prevenar 7. With the fast approaching launch of the Prevenar 13 version, we needed to take back a measure of control without alienating anyone. We gathered all the key players live on site in "The Barn" in the Pfizer campus in PA for workshops. This collaborative input led to revisions and prioritization of the messages that could work across markets. This message arch above was just part of the output.

Since markets were all coming into launch at different times we also needed a thoughtful rollout plan from pre-launch, to launch, to established. All of this was packaged in a set of Strategic Brand Guidelines.

This strategic thinking was the intellectual property of Euro RSCG Life: Catapult and Sanofi Aventis. It is not meant for external distribution.