"The Super Bowl offers a massive, if expensive, window of opportunity for advertisers looking to take advantage of its unrivaled audience reach - a reality that GLP-1 drugs and other healthcare products will harness this weekend. There's also an outside chance this year might be their last chance to do so, should U.S. health secretary Robert F. Kennedy Jr. get his way."
"Hims & Hers, for example, is set to return to the Super Bowl after making its debut there last year. "It's eyeballs, pure scale. It's a stage to get your message out there," said Dan Kenger, the brand's chief design officer. Hims & Hers has also bought inventory during coverage of the Winter Olympics, as well as spending on creator activity, Amazon Prime, Hulu and YouTube throughout February. Kenger declined to share details of the company's media budget."
"He explained that the company's SB spot is intended to position it as a "more than just another weight loss business" with a message emphasizing the service as a solution to healthcare inequality in the United States. "We're a lifestyle brand," he said. Kennedy's suggestions last year that the U.S. government could move to ban pharmaceutical ads shook the industry, but his proclamations on nutrition and food quality have spurred a national debate, Kenger added."
The Super Bowl is serving as a major platform for pharmaceutical and healthcare advertisers, with GLP-1 drugs and other health products taking prominent spots. Brands including Novo Nordisk, Boehringer Ingelheim, Hims & Hers, Novartis, Ro, and Lilly are buying airtime on NBC and Peacock, alongside lifestyle advertisers. Hims & Hers is returning to the game to broaden brand perception and bought inventory across Winter Olympics coverage and streaming platforms. The company positions its spot beyond weight loss and frames the service as addressing healthcare inequality. Proposed limits on pharmaceutical ads by Robert F. Kennedy Jr. introduce regulatory uncertainty.
Read at Digiday
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