COVID New Pfizer vaccine name, "Comirnaty"

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The Pfizer COVID-19 vaccine has been rebranded as "Comirnaty" following its full FDA approval. This new name combines elements of "COVID-19 immunity," "mRNA," and "community," as explained by Brand Institute, which collaborated with Pfizer and BioNTech on the naming. Despite being the same mRNA vaccine previously authorized for emergency use, the name has sparked mixed reactions on social media, with some criticizing its complexity and others finding it overthought. Comparisons were made to Moderna's branding, with suggestions that the name could imply a different active ingredient than intended. Overall, the rebranding is viewed as a marketing strategy rather than a change in the vaccine's formulation.
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Well, now that the Pfizer vaccine has full FDA approval, they have decided to give it a new name, "Comirnaty". And believe it or not, they actually have reasons for putting that name together...

https://www.kron4.com/trending/comirnaty-whats-the-story-behind-the-new-pfizer-vaccine-name/

Comirnaty, who? It’s the same exact mRNA vaccine Pfizer has producing through the emergency use authorization, but now it’s being marketed under the new name. Comirnaty is administered in two doses, three weeks apart, just like Pfizer doses have been all along.

The vaccine name is pronounced koe-mir’-na-tee. It doesn’t exactly roll off the tongue, but neither did “Pfizer-BioNTech COVID-19 Vaccine,” which is what it was technically called before.

The name was developed by Brand Institute in conjunction with BioNTech and Pfizer, according to Fierce Pharma.

“The name is coined from COVID-19 immunity, and then embeds the mRNA in the middle, which is the platform technology, and as a whole the name is meant to evoke the word community,” Scott Piergrossi, Brand Institute president of operations and communications, told the site.

The rebranding didn’t go unnoticed – nor unpunished – on social media.

:-p
One example of the push-back:

Covid-19 immunity + mRNA + community = Comirnaty

The person(s) who came up with this name should never be allowed to name anything ever again. They shouldn't even be allowed to name their pets.
 
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Haters going to hate, while it is definitely overthought it doesn't look that bad.

Or rather: I saw much worse :oldbiggrin:
 
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I initially read "Comirnaty" "Cominarty", which would sound snarky.

Why not Communitavy, or Communitivy, or does that look too close to Communism?
 
I believe they wanted RNA in the name (similar to the name of the company Moderna).
 
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Astronuc said:
I initially read "Comirnaty" "Cominarty", which would sound snarky.

Why not Communitavy, or Communitivy, or does that look too close to Communism?
Does "Comirnaty" mean "get vaccinated, comrade" in Russian?
 
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Ygggdrasil said:
I believe they wanted RNA in the name (similar to the name of the company Moderna).
Yes but Moderna is clever, as the active ingredient in the vaccine is modRNA. Comirnaty subtly implies that the active ingredient is miRNA, which it isn't.
berkeman said:
They shouldn't even be allowed to name their pets.
RNAin Tin tin
 
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It is way better than the runner up: COVIDy-McCOVIDface.

I wonder what this bit of brilliance cost Pfizer. Makes me a proud MODERNA recipient
 
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other runner-ups were covfefe and corbomite
 
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Sticking with Pfizer would have been better.
 
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Supercovidfragilisticvaxpialidocious
 
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As someone who used to work for a large pharmaceutical company specializing in vaccines, this is really nothing more than branding, similar to the work conducted by the marketing department.

It's the same Pfizer COVID-19 vaccine we've all grown to love (or at least appreciate, if you're not a rabid anti-vaxxer), and which many of us no doubt have already received (including myself).
 
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