A New Spin on an Old Topic

Pharma giant Pfizer trades sentimental spots for frank talk about aging

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Pfizer, like Dove and Prudential before it, has gone topical. The pharma giant’s new corporate image effort eschews gauzy TV ads in favor of a microsite (www.GetOld.com) where consumers can find and share third-party information about the vicissitudes of aging. “Get Old,” from new shop SS+K, is a radical departure for the historically conservative Pfizer, but 10 weeks in, Sally Susman, the company’s corporate affairs chief, already sees value in the approach.

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