Company: Sandoz, Basel, Switzerland
Nomination Submitted by: Interbrand
Company Description: Sandoz is a global leader in off-patent medicines, based on our strong scientific heritage. Our purpose is to pioneer access for patients. We focus on driving access to make a difference for patients, working always with patients in mind.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year
 Nomination Title: Say hello to Sandoz
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 4th 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 106 words used.
On October 4th 2023 Sandoz spun off from its parent company Novartis. Although they only recently became an independent company again, they look back on a heritage of nearly 140 years of medical breakthroughs.
Interbrand helped Sandoz prepare for independence by breathing new life into its Purpose of pioneering access for patients and creating a new visual and verbal identity. The reputation of Sandoz among healthcare professionals and its more than 700 million patients is unparalleled, so we made its name the hero. The result is a familiar yet refreshed brand that has regained its own personality.
So let us introduce you: say hello to Sandoz
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 207 words used.
Same name, new independence.
Check your medicine cabinet. Chances are, if you’re one of the many who rely on affordable generic drugs, one brand you’ll see is Sandoz. Each year, over 700 million patients are prescribed medicines made to the highest quality standards.
Now a pioneering force in making more complex biosimilar medicines available to the masses, the brand had the opportunity to reclaim its voice and reintroduce itself as it became independent again.
To do this, inspiration came from its heyday in Switzerland in the 1960s and the design movement that playfully deconstructed typographic forms. Doubling down on their name, supercrops of each letter become the signature of the brand.
The new identity was designed to balance familiarity with the past and distinctiveness from the competition. A world of cold and clinical white and overtly scientific imagery commonplace in medicine brands meant that bringing the humanity of their cause to the fore would create substantial standout. With deliberately disarming and charming illustration created in collaboration with illustrator Stephen Cheetham, the diversity of the people they help and those they work with are put front and centre.
And Futura provides a visual thread throughout, linking a lightened and more open logotype to the supercrops and typography beyond.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 151 words used.
[REDACTED FOR PUBLICATION]
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 29 words used.
The images attached show how the corporate brand comes to life across applications.
The identity has been embraced by the business and is being rolled out in all areas.
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