“We needed some smart thinking for a major client in a big hurry. StealThunder delivered, and then some.”

— Stewart Owen, Chief Strategic Officer, mcgarrybowen

Renowned New York ad agency mcgarrybowen has turned to StealThunder on several occasions for verbal branding expertise. Over the past year we have helped the agency develop “experience brand” name candidates for Marriott Hotels, as well as name candidates for a merger of two of the world’s largest beverage companies.

Most recently we were brought in to help create name candidates for Pfizer’s new prescription sleep aide, slated for launch in 2006. As with other Pfizer prescription medications, such as Viagra, Celebrex, Lipitor, and Zoloft, plans call for this drug to be marketed directly to consumers. Our challenge was to find a name that was memorable, evocative, and legally available without violating the FDA guidelines that prohibit drug names that implicitly or explicitly suggest product benefits. In other words, we needed to find the right word to communicate a lot, but say very little directly.

On a fast-track time schedule, StealThunder generated more than 400 name candidates. Of these, 25 are currently being tested with consumers.