Pfizer: Xeljanz 'Body Language'
Pfizer PharmaceuticalsY&R
Summary
Pfizer had high expectations for the launch of XELJANZ. A new drug for RA, XELJANZ had the potential to offer a unique proposition against the competition, however the brand needed to enter a highly mature and cluttered category which would require break through work. Further, the market had been trained to see our key differentiator as a potential liability. XELJANZ needed to find a disruptive way to brand itself with a truly differentiated and yet meaningful proposition that could be executed across media touchpoints appropriate to reach our target. "Body Language" was...