Overnight Success

To create maximum impact, the strategy for rebranding Wyeth under the Pfizer name sought to immediately convert signage on as many sites as possible. 56 locations were identified as the initial complement for rebranding and the conversion was to happen in one night.

The exact date of the changeover was withheld until the last possible moment. Icon and the integration team were given just 18 hours notice to mobilize for the installation. Planning and manufacturing took place during 12 weeks prior to the conversion date and preparation for the installation was well choreographed. All 56 sites were converted during the night. Daybreak saw an entirely new Pfizer brand. With the program’s initial introduction complete, the team proceeded to implement the remaining 100 global locations.