Danone takes cues from pharma marketing as GLP-1 changes American appetites

Food and beverage brands are introducing new products that aim to address the questions raised by consumer usage of GLP-1 weight-loss drugs like Mounjaro and Wegovy. At the same time, they’re beginning to borrow from the pharmaceutical and healthcare industry in their media choices.

Danone is experimenting with “patient portal” digital out-of-home investments alongside a battery of other digital channels it’s deploying to debut a new product aimed squarely at health-conscious consumers.

According to CMO Linda Bethea, Danone launched Oikos Protein Shakes this month backed by media spending on paid search, paid social, digital display, influencer marketing, retail media and connected TV (CTV). The “ambient” (industry code for non-refrigerated) shake targets consumers who seek more protein in their diet, including patients using GLP-1 drugs.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.