There is only one Ozempic.
This is the message sent by the pharmaceutical company Novo Nordisk regarding its already popular medication, designed for the treatment of type 2 diabetes and obesity. The company has launched an advertising campaign with which it wants to reinforce the differentiation of its brand and highlight the attributes of its product in a category in which competition is growing.
To do this, it has turned to actors Justin Long and John Hodgman to recreate the iconic campaign in which in the mid-2000s Apple compared its Mac computers with Microsoft PCs. On this occasion, the actors bring to life, on the one hand, Ozempic, and on the other, other GLP-1 drugs.
By confronting them in different situations, such as a television game show or a conversation around a water cooler in the office, Novo Nordisk highlights Ozempic’s values, including that it is the option that has the most uses approved by the FDA (Food and Drug Administration), the US government agency that regulates food safety. Or also, it improves blood sugar levels and reduces the risk of serious cardiovascular events or worsening kidney disease.
The campaign, which has different pieces, is inspired by “Get a Mac” and was designed by TBWA Media Arts Lab and produced by Epoch Films for Apple. That featured Hodgman and Long playing, respectively, Mac and PC computers. It was run between 2006 and 2009 and had a total of 66 different pieces in which both computer models were compared, highlighting the advantages of the hardware proposed by Apple.
By recovering the idea, Novo Nordisk focuses on its differentiation from other brands and products. As explained in a statement, the campaign aims to foster an informed and impactful dialogue among people with type 2 diabetes, and also among healthcare professionals, about GLP-1 treatment options, as well as educate consumers about all FDA-approved uses for Ozempic, the main difference between the product and its rivals.
“Not all GLP-1 is created equal, and people with type 2 diabetes should talk to their doctors about whether Ozempic is right for them.“said Ed Cinca, Senior Vice President of Marketing and Patient Solutions at Novo Nordisk, in a statement. “With our campaign, we eliminate the controversy with clear and concise information about how Ozempic fits into healthcare”.
The company points out that given the large amount of information about imitations or formulations around antidiabetic medications that is shared in the media, it is important that health professionals and patients have clarity and confidence to know if the medication they are using has been subjected to rigorous safety, efficacy and quality reviews.
However, the campaign also seeks to reaffirm the value of the Ozempic brand to the public in a complex context for the brand. It faces commercial difficulties and a slowdown in sales, as a result of the growth of competitors such as Eli Lilly. Novo Nordisk has sought to boost business with the launch of Wegovy, the other GLP-1 but in tablet form.
