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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