Sanofi Pasteur - Pentacel
Therapeutic Area: VaccinesSanofi Pasteur is the vaccines division of French drugmaker Sanofi-Aventis Group. The division produces vaccines that protect against such infectious diseases as influenza, polio and meningitis. Sanofi Pasteur identified an opportunity to combine vaccines to reduce the overall number of injections given to children. This unmet need combined five vaccines into one: diphtheria and tetanus toxoids, acellular pertussis vaccine, inactivated polio vaccine and haemophilus influenzae type b vaccine.
The Pentacel name was developed to fit with Sanofi Pasteur's existing portfolio of vaccines. Addison Whitney was engaged to conduct market research on both safety and marketing criteria prior to submitting the name Pentacel for FDA approval. Through our research and analysis methodology Addison Whitney was able to develop a regulatory submission document to build the case for brand name approval.
Additional research was conducted to evaluate the most appropriate logo for Pentacel against target audience members. Five potential logo candidates were tested during this phase. Physicians and nurses in the study overwhelmingly preferred the child’s hand icon, pictured above, with the five fingers tying back to the five antigens.
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