Novo Nordisk is rolling out a new national marketing campaign for its GLP-1 juggernaut, teaming up with celebrities and other patients to show what life looks like in their “Ozempic Eras.”
The Danish drugmaker worked with comedian Billy Gardell to promote Ozempic in 2019 and 2021. Now, Novo has roped in several more star-studded spokespeople to show how Ozempic can change the lives of people with diabetes.
Musician Michael Trotter Jr., of country duo The War and Treaty, and chef Franklin Becker have signed on as paid Ozempic spokespeople. Novo is also working with Trotter’s wife and musical partner Tanya—who does not use Ozempic but supports her husband’s journey with the medication—and with entrepreneur, salon owner and Ozempic user Maria on the campaign. Trotter, Becker and Maria are all taking Ozempic for Type 2 diabetes.
In a statement, Trotter described his experience as a child with older relatives who struggled with Type 2 diabetes. Trotter said he wanted to handle his symptoms “with a different mindset.” That meant eating healthier, exercising and taking Ozempic, a regimen that has enabled Trotter to lower his blood sugar.
Trotter signed off with the line, “I am thankful for my Ozempic Era.”
Becker’s contributions to the campaign, meanwhile, include Type 2 diabetes-friendly twists on recipes for 50 dishes, one from every state in the U.S. The chef also gamely belted out the “Oh, oh, oh, Ozempic!” jingle, a version of the chorus from Pilot’s 1974 hit “Magic,” for a short online video ad.
Novo has built the campaign around the idea of showing what life looks like for patients in their Ozempic eras. The brand’s website states that “more than 7 million adults with Type 2 diabetes have written their story with Ozempic.” With more than 38 million adults in the U.S. living with diabetes, Novo is encouraging even more people to enter their Ozempic eras.
“By spotlighting the real experiences of people like Michael, Franklin, and Maria, one goal of the ‘My Ozempic Era’ campaign is to inspire the current generation of those with type 2 diabetes to seek a treatment option that lowers A1C levels, along with a healthy diet and regular exercise, to succeed in their next ‘era’ of diabetes management,” Tivonnia Harvey, head of the U.S. diabetes therapeutic area at Novo Nordisk, said in the campaign announcement.