Campaign details
Brand: PfizerAgency: Ketchum/Little George
Situation
U.S. based Pfizer, Inc. is a global leader in pharmaceutical medicines and over-the-counter healthcare products. Its portfolio contains many products associated with age-related conditions. Because of restrictions on pharmaceutical advertising in Brazil, our PR campaigns cannot promote the products themselves.
From a long-term business perspective, the company wanted to inspire brand awareness not only among seniors, but begin to impact how younger generations set a path of lifelong health. The problem was that Brazilians don't like to think about growing old. Especially Millennials. Not in a country that glorifies youthfulness...