Celebrating 125th year of pharmaceutical research and production in Germany, Sanofi-Aventis implemented a national campaign which didn't just focus on its historic heritage. Forward-looking communication was key – stating clearly that the first 125 years were just the start.The campaign increased awareness with internal audiences presenting Sanofi-Aventis as a pharmaceutical company with a long successful history of pharmaceutical research and production in Germany which will continue on into the future. Moreover, the jubilee strengthened employees’ dedication to the company and contributed positively to Sanofi-Aventis’ corporate brand positioning.

- The campaign kicked off with a message by then-CEO of Sanofi-Aventis, Dr. Meier, in the company’s internal publication “Express”.

- Throughout the year, internal publications picked up the campaign.- Advertisements in the health sector publications increased the campaign’s visibility among medical professionals.- At the Höchst site, the first signs of the campaign could be witnessed as early as February when two of the company buses running on the premises were outfitted with the 125 years motif.- Since June, a virtual tour through the history of pharmaceutical production in Germany by Sanofi-Aventis can be seen online and on Sanofi-Aventis’ intranet.- In order to strengthen the regional rootedness with the Höchst region, Sanofi-Aventis sponsored the promotional materials such as umbrellas, shirts and flags for a Jazz- Parade which took place during the Höchster town festival in July 2008.- At an internal meeting with 5,000 employees in October, all participants were handed a copy of the company’s chronicle. At 117 pages, the major steps in pharmaceutical research and innovation were illustrated.

The campaign increased awareness with external audiences presenting sanofi-aventis as a pharmaceutical company with a long successful history of pharmaceutical research and production in Germany which will also continue in the future. With the chronicle employees have a remaining memory of the jubilee year 2008 which they can share with family and friends, thus creating a stronger bond between sanofi-aventis and its staff. Moreover, the jubilee strengthened employees’ dedication to the company and contributed positively to Sanofi-Aventis’ corporate brand positioning.