Wyeth

American Home Products becomes Wyeth in only four months – and gets a US$68 billion price tag when Pfizer buys it seven years later.

Wyeth was one of the largest pharmaceutical and health care products companies and a star in the brand portfolio of its owner, American Home Products. Leveraging Wyeth’s considerable brand equity to help reposition the company, the parent decided to adopt the name.

As part of a massive effort that rebranded all facilities worldwide for day one, Brandlogic worked with Wyeth to refresh the brand platform and clarify the company’s image. With a brand strategy in place, the design team created a full identity program with guidelines for a vast array of applications.

An internal site that kept 52,000 engaged throughout the rebrand project built excitement with a “Countdown to Wyeth,” offering daily updates. On the last day of the countdown, the site announced, “We are Wyeth” and the new brand was revealed to the world.

The fast-paced rebranding effort allowed Wyeth to become known as a leading player in the world of pharmaceuticals, leading a record-setting purchase by Pfizer for US$68 billion.