WONSUPONA FOUNDER INTERVIEWED BY NY MAGAZINE
Wonsupona founder Molly Davis was interviewed by NY Mag regarding her thoughts on the name Comirnaty, the new Pfizer vaccine.
Click here to read the article.
The Most Famous Drug in the United States Is Named … Comirnaty?
The Big Pharma parents of COVID vaccines aren’t just tasked with the challenge of branding. They have to rebrand what are already extremely well-known products around the world.
“We’ve spent like months now learning not only these names but kind of getting a feel for them,” said Bierut. “Pfizer is kind of the Coca-Cola, Moderna feels a little like Pepsi, J&J ended up being like RC Cola, an off-brand, funny thing. They acquired brand profiles on their own, no doubt to the chagrin of the sponsoring companies.”
Now they have a mountain to climb. The public’s perceptions and feelings about the vaccines “will now have to be displaced by these new names we have to learn,” Bierut warned. “That creates a new, tough slope these brands have to climb as they try to intrude upon our consciousness.”
Seems like it might not work.
“The golden rule for a brand name is it has to be memorable,” Carr said. “We do name testing all the time, and the only way you can test that is you let a day or two go by and you call them up and say, ‘Remember that new Pfizer vaccine?’ And they say, ‘Oh, great, I’m excited about that,’ and you say, ‘Okay, what was it called?’”
“I bet you have close to zero people.”