Pfizer’s Updates Its “Get Old” Campaign To Target Customers

“Get Old” campaign conveys health information to consumers in a provocative way.

Pfizer Inc (NYSE:PFE) “Get Old” campaign is about to get a makeover. Since its launch three years ago, “Get Old” conveys health related information to consumers in such a way that it provokes a ‘food for thought’ for consumers in their minds.

Vice President of Pfizer Communications, Sherry Pudloski, says that consumers pin their hopes on pharmaceutical companies, such as Pfizer itself, to provide information about the vitamins to consume, but that has now become old school.

The campaign, which was designed and developed by a marketing agency, Huge, has an overriding message that age itself is an empowering tool and conveys messages, such as featuring an article of an 80 year old woman who  graduated with honors from college, or maybe a bald couple (both who suffered from cancer) coming together  in their first date.

Advocacy groups have provided a helping hand to the campaign by sharing the “Get Old” posters and materials in addition to using the media to promote an outreach. While the campaign has been positive so far, Ms. Pudloskihas revealed that it also does more than generate a sense of goodwill to its customers; it also helps in improving the balance sheet in terms of a positive corporate reputation.

A poll conducted on behalf of Pfizer reveals that there is a 45-55% rise in how consumer perceives Pfizer as a trustworthy organization and the one that has enabled itself to attract employees.

As part of a refreshing tagline, the word “retired persons” is banished from the American Association of Retired Persons to AARP to make the aging feel less like Golden Years UT rather more upbeat. Ms. Pudloski explains that stress for 30-50 years old, which is mainly associated with building careers and rising families, is the period dubbed as the “troughs of misery”, and that one type of stress gives way to other different types of stress while presenting opportunities when they reach their early 60’s.

The campaign, in a way, is also tied to the ongoing evolution of the company. When current CEO Ian Read took over from Jeff Kindler, the company was riddled with excessive compensation for the top management, as well as inefficient management of the company. In 2009, Pfizer was struck with a $2.3 billion settlement case over the wrongful marketing of its anti-inflammation drug, Bextra. Pudloski says that this campaign is a part of cleaning up that reputation.

Pfizer stock price ended the day at $34.29, a gain of 0.82%.