Wednesday, October 7, 2026

Noom launches Lose for Keeps with Rebel Wilson

Noom has introduced a new integrated brand campaign focused on weight management in the GLP-1 era. The campaign, titled „Lose for Keeps“, features Rebel Wilson in her second year as the company’s Chief Wellness Ambassador and is running across national television, streaming, social media and digital channels.

The core message is that GLP-1 medicines and behavior change programs should be positioned as complementary. Noom’s campaign argues that medication can create momentum for weight loss, while habits and routines are needed to help people sustain results over time.

GLP-1s move into brand strategy

The campaign addresses a category that has been reshaped by GLP-1 therapies. For digital health and healthcare marketing teams, this creates a new communications challenge: how to connect pharmaceutical treatment, patient support and behavioral science in a credible way.

Noom cites internal data to support its positioning. According to the company, more than 30 percent of new members in its GLP-1 program have previously used a GLP-1 medication through another provider. Noom also says members who combine GLP-1 treatment with its program lose 25 percent more weight, remain on medication 2.2 times longer and show more than three times better weight outcomes at six months compared with groups in the company’s data.

These figures are company-reported and should be read in that context. For pharma and healthcare marketers, the notable point is the way Noom frames its offer: not as an alternative to medication, but as a support layer intended to improve persistence and durability of outcomes.

Two TV spots use everyday metaphors

The campaign was developed with creative agency Mekanism. It launches with two main TV spots. „Mute Button“ focuses on the experience often described as food noise, using a family morning setting to show how reduced cravings may create space for healthier routines.

The second spot, „Training Wheels“, uses the image of learning to ride a bicycle. The metaphor is designed to show that habits should be built while patients are using medication, so those routines are already in place if circumstances change.

Wilson’s own weight management story is part of the campaign narrative. Noom says she has maintained progress for five years after losing 80 pounds, including through major life changes such as becoming a mother.

Microhabit Challenges added to the app

Alongside the campaign, Noom is adding Rebel’s Microhabit Challenges to its app. The short routines are inspired by Wilson’s own habits and cover sleep, nutrition, mood and movement. Members can earn extra Noom Seeds, the app’s rewards currency, when they complete the challenges.

For the healthcare marketing sector, the launch illustrates how companies active around GLP-1 therapies are expanding the conversation beyond initial weight loss. Noom is emphasizing adherence, long-term behavior change and digital support as part of the broader patient journey.