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Prevnar 13 is One and Done
By: Cindy Wendland
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These days people want to pop a pill. Want to lose weight? Take a pill. Want to gain weight? Take a pill. Want to be protected from heart disease? Take a pill. Prevnar 13 is a vaccine that can protect older adults from pneumococcal pneumonia. Their ad, “ONE,” says, “What if one push-up could protect you from heart disease? Wishful thinking, right? But one step can help with pneumococcal pneumonia.”

We want easy solutions. We don’t want to be sick. Prevnar 13 capitalizes on this by showing a man doing a push-up. We can all do one push-up. One hundred push-ups is another story, but we can all do one. We all want to do just one and get the full benefits. The powerful part of their ad is that one step is all that is needed to get the full benefits.

Health is a tough area to market. People don’t want to think about health problems unless they are sick. If they are not sick, then those issues are not important. In convincing people to care about pneumococcal pneumonia, Prevnar is smart by making it simple and making it just one step to get protected.

The target market is anyone over the age of 50. Yikes; that is rapidly approaching for us, and we don’t consider ourselves the target of much of this advertising. Apparently we will soon be. Making it simple and making it seem painless are great ways to get our attention. We're still not sure we would get the vaccine, but there are probably some people who will.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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