Breaking boundaries

We helped Prozac become a sensation.





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When Prozac (fluoxetine) launched in 1987, it was a sensation, representing new beginnings and opportunities for those suffering from depression.

It has since achieved iconic status in popular culture.

Why? Because we realized that in order for it to succeed, we would have to tackle depression head-on, and destigmatize the condition by raising social consciousness.

We created the name, Prozac, by intentionally distancing the name from everything typically associated with anti-depressants – strong chemicals, side effects, and mood swings.

The easy and accessible language provided patients a platform to talk comfortably and openly about their condition.

As a result of its wide use, Prozac has since been entered into the Oxford English Dictionary, proving that a great brand can have context well beyond its category.

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