In May 2016, Pfizer launched its first corporate branding campaign in roughly a decade.
The effort began with a "Before it Became a Medicine" TV spot – which begins with a young dad taking a pill, then carries the viewer along the multi-stage process detailing how a new drug goes from an initial brainwave to a finished product – the commercial featured various real-life scientists who work to find breakthrough treatments in Pfizer's labs every day.
"We didn't want actors playing scientists. We wanted our scientists in this ad," Dana Gandsman, Senior Director/Reputation Communications at the New York-based pharmaceutical enterprise,...