SPIKEVAX THAT BODY (US)
Reframing Routine: How Moderna's "Spikevax That Body" Campaign Vaccinated Millions
In late 2023, COVID-19 fatigue set in, and vaccination rates plummeted. With a crowded market dominated by Pfizer, Moderna needed a fresh strategy to launch their Spikevax vaccine.
The “Spikevax That Body” campaign shifted the focus from the scary virus to the empowering act of vaccination. They transformed the brand name “Spikevax” into a verb, positioning it as just another essential health routine, alongside activities like exercising or eating well. Upbeat commercials showcased diverse people engaging in various healthy habits, with Spikevax presented as the missing piece in their routines.
The campaign was a resounding success. Brand awareness for Moderna doubled that of Pfizer, and market share increased by 30%. Importantly, the campaign also received praise for its inclusive and diverse portrayal of Americans. It cleverly reframed vaccination as a routine health practice. Transforming “Spikevax” into a verb alongside exercise or healthy eating, the campaign used diverse characters and upbeat messaging to position vaccination as an empowering step towards a healthy lifestyle, resulting in doubled brand awareness for Moderna and a 30% market share increase, all while being praised for its inclusive portrayal of Americans.