Zithromax

(Pfizer)

Problem.

Pfizer developed a powerful antibiotic used to treat bacterial infections. The scientific name –azithromycin – needed a consumer-friendly counterpart that was easy to pronounce but still sounded as effective.

Solution.

Pulling out a part of the scientific name for the compound – zithro – supported a solution that was straightforward and effective. Adding –max as a suffix drove home just how powerful the antibiotic was in a way that consumers could understand and pronounce.