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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