With FDA nods and third-shot OKs, Moderna and Pfizer boost vaccine ads — and reminder messages — Endpoints News
Now that the Moderna and Pfizer-BioNTech Covid vaccines are FDA-approved, each also has the green light to announce their vaccines. While the focus was initially on simply promoting vaccinations, Moderna and Pfizer now also have their eye on the potentially huge market for booster shots in the United States.
The two companies are expected to make billions in booster sales, but with the FDA-approved mix-and-match approach and the choice of either booster, the marketing can work to convince consumers to one way or another.
Unsurprisingly, the two companies are taking markedly different approaches when it comes to bringing their Covid-19 vaccines to market.
The smaller Moderna sticks to social media and one consistent core message, while the much larger Pfizer advertises very broadly across media channels with different messages.
Moderna’s simple “Make it Yours” slogan and theme is centered on social media and around the campaign website. On the site, a queue of ordinary people, depicted in masks, encourages visitors to “get the facts”. In each scrolling image, the text message also includes the reminder that people have “your choice of booster”.
Moderna has also dabbled in social media influencer marketing, sponsoring a handful of influencers on Instagram and Facebook last month with travel posts. Popular digital creators Wajeeh West and Connor Gowland, and photographer Isaac Johnston, posted Moderna-sponsored posts about their excitement to travel around the world in 2022. All three repeat Moderna’s message about knowing the facts and being able to choose a booster with the hashtags #getboosted and #youhaveachoice.
Meanwhile, Pfizer’s Covid vaccine marketing strategy can best be described as “yes”.
It airs television commercials that include an anthemic “Remarkable” commercial full of Americana scenes of people meeting at restaurants and children gathering at the bus stop. Another television commercial follows a rising star NBA player who talks about his love for the game and his desire to get vaccinated with the message “Don’t miss your shot”. A third ad that began airing more recently celebrates the “will and courage” of Pfizer’s own scientists, as well as healthcare workers and Americans in general who are coming together to beat the pandemic.
On social media, Pfizer is running another mashup of different ads, ranging from capitalizing on the popularity of the daily game Wordle (spelling “boost” as its five-letter word of the day in a Facebook ad) to more standard ads. arm photos and recall its commitment with BioNTech to provide billions of doses to low- and middle-income countries this year.
Pfizer also continues to create new videos and promotions around its larger “Science Will Win” theme that has been repurposed during the pandemic as a rallying cry.
Overall, Pfizer’s wide variety of themes, media channels and messages run the gamut without a single slogan or even a cohesive look.
But maybe that’s the point. With so many different audiences – meaning the world – many different messages on different channels can stand a chance of resonating with individuals with different opinions.
One thing the two have in common – neither ad set mentions the brand names, Spikevax for Moderna or Comirnaty for Pfizer-BioNTech.
Together, however, Pfizer and Moderna ads can also help boost overall recall rates. The United States has one of the lowest recall rates among countries that offer them, including Canada, Australia, and most of Europe. Yet the problem with recalls in the United States may be more a lack of motivation than the challenge of unvaccinated skepticism.
Only about four in 10 (42%) U.S. adults have received a booster dose, according to the latest data from the Kaiser Family Foundation. However, of those who are vaccinated but not yet boosted, 39% said they would like to receive a booster as soon as they can.
Pfizer has estimated 2022 sales of Comirnaty vaccines, including recalls, at $54 billion, while Moderna pegs revenue for Spikevax at $18.5 billion.