Design firm rebrands Swine Flu?

A Toronto-based marketing and design firm might have a little explaining to do after it inadvertently sent out a press release stating that it had “unveiled a new brand identity for the H1N1 flu virus.”

In its apparently bogus statement, AmoebaCorp, which has clients varying from Coca-Cola to the Toronto FC, claimed that it had rebranded the H1N1 virus because of a need to clear any confusion between seasonal flu, H1N1, and Swine Flu.

“Despite a significant effort made to educate the public on the symptoms and differences that exist between these viruses, consumers still appear not to understand that H1N1 and Swine Flu are one-in-the-same,” Mike Kelar, Co-Creative Director and Partner at AmoebaCorp said on the press release. “This confusion weakens H1N1’s position in the marketplace as the most severe flu because it splits brand awareness between 2 seemingly unrelated viruses and reduces H1N1’s ability to compete. We had no other choice but to do whatever we could to clear up this confusion by providing those in a position to influence and educate with the ammunition they need to do so.”

The press release also states that the new H1N1 brand was “designed with a classic, iconic aesthetic in mind,” and is “intended to convey a weight of authority and efficacy assurance while at the same time, reinforce the relationship that exists between H1N1 and Swine Flu.”

A couple hours later AmoebaCorp released another statement notifying media outlets to disregard the H1N1 brand press release for it was sent by mistake.

Was this a bad joke or is there really a whole marketing campaign behind H1N1?