Food & Beverage Brands Tap into Pharma’s Playbook: A New Era of Marketing
In a rapidly evolving market, food and beverage brands are ingeniously borrowing strategies from the pharmaceutical sector. This bold move is primarily driven by the increased consumer interest surrounding GLP-1 weight-loss medications such as Mounjaro and Wegovy. As these drugs reshape consumer diets, brands are strategically positioning themselves to capture this new market.
Innovative Strategies: The Danone Example
Danone is leading the charge with its launch of Oikos Protein Shakes, a product aimed specifically at health-conscious consumers—especially those using GLP-1 medications. CMO Linda Bethea emphasizes the brand’s comprehensive media approach for the campaign, which includes:
- Paid Search
- Paid Social
- Digital Display
- Influencer Marketing
- Retail Media
- Connected TV (CTV)
“Consumers are looking for high-protein options,” Bethea notes. The Oikos shakes target this audience, particularly those seeking supplemental protein as a part of their dietary adjustments due to these medications.
Shifting Media Landscape
Bethea has shifted Oikos from traditional linear TV approaches to a more nuanced focus on CTV and online video platforms. "That’s where our target consumers are consuming their media today," she states, illuminating the transitions in consumer viewing habits.
In addition, Oikos is investing in e-commerce platforms like Amazon and enhancing its online presence with a dedicated website tailored for GLP-1 users. This multi-pronged strategy aims to guide consumers as they navigate their food choices in tandem with their medical treatments.
Learning from Healthcare Marketing
Oikos isn’t just borrowing tactics; it’s adopting a new approach to influencer marketing as well, establishing connections with health and wellness influencers. As Carly Kuper from CMI Media Group observes, “No one understands influencer marketing more than healthcare brands.” The power of peer-to-peer and physician-to-patient influence has now transitioned into the realms of social media, augmenting brand credibility.
The Rise of the ‘Patient Portal’ Advertising
In a groundbreaking move, Danone is experimenting with “patient portal” digital out-of-home advertising located in doctor’s waiting rooms. This inventive tactic positions their new yogurt drink alongside GLP-1 medications, a strategy traditionally reserved for pharmaceuticals and health-related consumer goods.
Bethea mentions that they recently concluded a test phase for this strategy, hoping to expand based on the outcomes. “We’ll be looking to potentially scale up,” she adds, a testament to the expected efficacy of this innovative marketing channel.
Guiding the Future: Crossover Consultancies
Brands are not alone in this venture; agencies are stepping in to provide direction. Notably, Havas, which works with pharmaceutical giants like Sanofi and AstraZeneca, launched a dedicated GLP-1 consultancy last year. Chloe Depiesse, managing director of this initiative, asserts, “Every brand needs a GLP-1 strategy.” They’ve already provided strategic consulting for various sectors, including food and beverage, as brands seek to align with the growing GLP-1 market.
Navigating the Risks and Rewards
However, tapping into healthcare marketing comes with its own set of challenges. As noted by Ari Wexler of CMI, brands must tread carefully to avoid spreading medical misinformation while grappling with limitations on targeting methodologies. Yet, the potential to access a fresh consumer segment—one in eight Americans now utilizes some form of GLP-1 medication—makes this trade-off worthwhile.
Consumer Insights: An Evolving Landscape
The rise of GLP-1 medications presents both opportunities and challenges for brands. While these drugs can suppress appetite and potentially lower demand for traditional snacks, they simultaneously encourage consumers to seek higher protein options to maintain healthy muscle mass. In fact, brands like Kevin’s Natural Foods have reported growth driven by this new consumer focus.
Popular chains like Arby’s are also responding by adding more protein-heavy menu items, and Smoothie King has even launched a line of GLP-1 smoothies to cater to this growing trend.
The Future of Food and Beverage Marketing
As Bethea articulates, “The food and beverage industry is at a tipping point in America.” With rising interest in health and wellness, brands like Oikos are poised to seize new opportunities presented by the evolving dietary landscape influenced by GLP-1 usage.
In conclusion, the integration of pharmaceutical strategies into food and beverage marketing could signify a revolutionary shift. Brands that adapt to these changes, prioritizing health and wellness, are likely to thrive in the ever-competitive market.
Further Reading
- Havas Launches Consultancy for GLP-1 Innovation
- Understanding Grocery Spending Trends Among GLP-1 Users
- Exploring the Impact of GLP-1 on Confectionery Sales
- Specialty Food Brands Responding to GLP-1 Trends
- Arby’s Menu Changes in Reaction to Protein Trends
- Smoothie King’s GLP-1 Smoothie Line Launch
