Pfizer: Science will win

Pfizer, the pharmaceuticals manufacturer, wanted to change perceptions about it as a company, having become an avatar for many negative associations people had about the industry.

Campaign details

Campaign: Science Will WinBrand: PfizerAgency: Grey NYCountry: US

Market background and context

Pfizer streamlined its business and needed to address its big pharma reputation
  • To fulfill its purpose of delivering breakthroughs that change patients’ lives, pharma giant Pfizer made some dramatic changes in its business.
  • It sold off its large and profitable consumer healthcare portfolio so that it could focus on being a global leader in innovative medicine that cures diseases rather than just treating.
  • While the corporate reorganization was a step in the right direction, Pfizer’s reputation suffered from the...

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