Eli Lil­ly asks ‘what if’ in first Moun­jaro con­sumer cam­paign for type 2 di­a­betes

Eli Lil­ly de­buted the first con­sumer ad cam­paign for its next-gen­er­a­tion type 2 di­a­betes drug Moun­jaro this week.

The “What if?” TV ads and cam­paign come amid al­ready high de­mand for the once-week­ly in­jec­tion and just a few weeks af­ter Moun­jaro (tirzepatide) is ful­ly back in stock af­ter a two-month short­age.

The high de­mand for Moun­jaro, a dual GIP and GLP-1 re­cep­tor ag­o­nist, stems in part from off-la­bel pre­scrib­ing for the drug for obe­si­ty and weight loss. Thanks to a land­slide of so­cial me­dia posts, main­stream press and Hol­ly­wood gos­sip key­ing in on the sig­nif­i­cant sec­ondary weight loss record­ed in Moun­jaro type 2 stud­ies, the spot­light turned up on tirzepatide. Moun­jaro users in the study had an av­er­age body weight loss of 20% or more; Lil­ly is run­ning tirzepatide in sep­a­rate stud­ies for obe­si­ty treat­ment. Oth­er GLP-1 drugs, in­clud­ing No­vo Nordisk’s semaglu­tide in both its weight-loss ap­proved dos­ing for We­govy and its type 2 di­a­betes-ap­proved ver­sion Ozem­pic, are fac­ing sim­i­lar high de­mands and short­ages.

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