The inside story behind Pfizer and BioNTech's new vaccine brand name, Comirnaty

Comirnaty. It’s a name we’ll all know soon.

The new brand name for Pfizer and BioNTech's COVID-19 vaccine, Comirnaty mashes up community, immunity, mRNA and COVID—pretty much everything that could fit into the moniker for the world's most high-profile product at the moment.

How did those concepts become a brand? We asked the naming agency behind both Comirnaty and its non-proprietary name, tozinameran—industry heavyweight Brand Institute, which began working with BioNTech in April. Pfizer joined the effort shortly after, when the duo’s vaccine collaboration was announced.