GLP-1 drugs, once promoted as treatments for obesity as a medical condition, are increasingly marketed as lifestyle products. Novo Nordisk, a pioneer in the field, has leaned heavily into this shift, according to STAT.
In advertisements worldwide, the company has adopted slogans such as "Live lighter" and "Summer Glow Up." On its website, Novo Nordisk no longer labels Wegovy as a "weight management" or "anti-obesity" medicine, instead calling it a "weight loss" drug.
The company also now often refers to the people who take its drugs less as "patients" and more as "customers," reflecting a broader rebranding of these blockbuster medications as tools for general well-being rather than clinical treatment.