Pfizer, a leader in the pharmaceutical industry, was considering a variety of approaches to grow shareholder value and align its portfolio with the company’s new strategy. This resulted in the spin-off and rebranding of Pfizer Animal Health, a 60-year-old company that delivers medicines and vaccines to those who raise and care for animals.
Pfizer Animal Health was in search of a clear definition of who they would become. They were in need of an identity that would stand it apart from competitors, drawing on the company’s storied heritage while highlighting their commitment to developing innovative animal health solutions.
Lippincott was asked to be Pfizer Animal Health’s partner in defining the new brand and communicating the company’s vision to stakeholders around the world. So began a partnership that would touch on everything from the company’s new name, tagline, brand positioning, identity and visual system, to the brand’s activation across multiple touchpoints.
A story of collaboration: Unifying the old and the new
We immersed ourselves in the world of animal health, through interviews and field visits to animal health operations. Our research was synthesized into a positioning framework supported by personality attributes and a complete brand narrative. With this framework, Pfizer Animal Health would have the tools needed to tell their own brand story about the unique position that they hold in the market.
The new name “Zoetis” and tagline, “For animals. For health. For you.,” tells the story behind the science of animal health that the brand delivers. The name has its root in zo-, familiar in words like zoo and zoology and derived from zoetic, meaning “pertaining to life.” Zoetis’ visual identity, with its vibrant orange, heroic graphics and emotive photography, further sets the brand apart by illustrating its commitment to supporting those who raise and care for the animals.
Zoetis’ brand essence, ‘Building Partnerships for Results that Matter,’ embodies the relationship that we forged with Lippincott and the entire global community of stakeholders. It was an intensely inclusive process, involving a global brand team that exceeded 100 individuals, which resulted in exceedingly strong support and a flawless global introduction of the new brand.
— Martin Forrest, founding Vice President, Corporate Communications, Zoetis
Zoetis represented the first ever spin-off of an animal health business from a human health pharmaceutical company. Launching onto the market, the company exceeded all expectations in raising $2.2 billion in its public offering.
Zoetis has gone on to become one of the world’s largest producers of medicine and vaccinations for pets and livestock, building on its six-decade history with an unwavering commitment to the research, development and support of innovative, quality animal healthcare products.