Ro wanted the ads “to feel both personal and accessible,” Rahmanian said. “It shows what care with Ro actually looks like, and that makes it easier for people to see themselves taking that step.”
A GLP-1 marketing milestone
A campaign with a celebrity of Williams’ stature could be a turning point in the marketing of GLP-1 drugs, which have exploded in use since the U.S. Food and Drug Administration (FDA) approved GLP-1 medication semaglutide (under the brand name Wegovy) in 2021 for treating obesity. One in eight U.S. adults has now tried a GLP-1 drug like Ozempic, Wegovy, or Mounjaro, according to KFF data.
While celebrities such as Oprah, Amy Schumer, and Elon Musk have spoken about taking GLP-1 medications, there have been few formal celebrity brand partnerships in the category. A wave of GLP-1 influencers has emerged on TikTok, including Kim Carlos, Kelsey, and Rachel Knight Gullette.
Ro’s approach also signals how the conversation around GLP-1s is becoming more mainstream.
Earlier this year, pharmaceutical company Eli Lilly, maker of weight-loss drugs Zepbound and Mounjaro, ran an ad during the Oscars that criticized people for taking GLP-1s without an obesity diagnosis. Eli Lilly struck a deal with Ro at the end of 2024 to sell Zepbound on the platform.
