Queen Latifah (Novo Nordisk)

No­vo Nordisk bets big on obe­si­ty: Can mar­ket­ing help it suc­ceed in the no­to­ri­ous­ly tough ther­a­py area?

Queen Lat­i­fah is done. With weight jokes, judgy peo­ple, self-hate and a com­plic­it me­dia. No­vo Nordisk’s newest face — and body — for an­ti-obe­si­ty aware­ness lays out the strug­gles in a se­ries of video vi­gnettes that nev­er even men­tion the word obe­si­ty.

The un­brand­ed work aims to change the nar­ra­tive around obe­si­ty, fram­ing it as a man­age­able health con­di­tion in­stead of a char­ac­ter flaw. The new cam­paign de­buts as No­vo Nordisk has be­gun rolling out We­govy, the glucagon-like pep­tide (GLP-1) drug semaglu­tide to treat obe­si­ty. If the gener­ic name sounds fa­mil­iar, that’s be­cause We­govy is the same med as No­vo’s type 2 di­a­betes Ozem­pic but at a high­er dose. Di­rect-to-con­sumer brand ads are in the works for next year.

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