The highest-pressure launch in pharma history.
Audience: everyone.
Timeline: now.
Metric: bring back humanity.
Approach: blow up the playbook, meet people where they are, and get everyone involved.
The Pfizer Covid 19 Launch Story
No single approach could do it all. So we launched the COVID-19 vaccine with multiple modes of connection—one brand flexing in the right ways to move people to get the jab.
Answer the Call
We turned the 10-minute post-vaccine wait into something meaningful. A simple QR code invited kids to be thanked—and celebrated—as real-life superheroes.
Comirnaty Means Community
No scare tactics. No doom. Just hope, optimism, and charm—reminding HCPs of the world we could build by protecting each other.
Pfizer/Marvel Collab
Young adults weren’t rushing to vaccinate. So we joined pharma’s biggest name with entertainment’s biggest heroes to move them to action.