Noom is putting long-term behavior change at the center of the GLP-1 conversation with “Lose for Keeps,” a new national campaign starring actress Rebel Wilson (Pitch Perfect, Bride Hard) that explores how sustainable habits can help people maintain weight loss over time.
Created in partnership with Mekanism, the campaign marks one of Noom’s largest brand investments to date. Running across television, streaming, digital and social media, the effort positions GLP-1 medications as a catalyst for weight loss while emphasizing that lasting results require behavioral changes alongside treatment.
Wilson, who serves as Noom’s Chief Wellness Ambassador, brings her own experience to the campaign. After losing approximately 80 pounds five years ago, she says maintaining her health through major life changes, including motherhood, has depended on building routines that fit everyday life.
The campaign launches with two television spots, “Mute Button” and “Training Wheels,” both featuring Wilson. “Mute Button” visualizes the concept of “food noise” by showing how GLP-1 medications can quiet cravings, creating an opportunity to establish healthier routines. Watch below:
“Training Wheels” compares learning healthy habits while taking medication to learning how to ride a bicycle, suggesting the routines developed during treatment can continue after medication ends.
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“Everyone assumes losing the weight is the hard part,” Wilson noted. “Two kids and five years later, I can tell you staying there is the real test, and the one most people don’t talk about. The habits I built with Noom are just part of my life now.”
According to Noom CEO Geoff Cook, the campaign reflects the company’s longstanding focus on combining behavioral science with medical treatment.
“Rebel is living proof of the idea behind Lose for Keeps. After losing weight and getting healthy five years ago, she built habits that helped her sustain that change through real life,” said Cook. “GLP-1 medications are one of the most important health innovations of our time. What we’ve learned and what our data increasingly confirms is that the patients who benefit most are the ones who build habits during treatment. That’s what Noom has spent 15 years building toward: creating a behavioral foundation that holds for the long run. Noom is not a substitute for medication; it’s a complement to it – one that helps drive medication persistence and more durable weight loss.”
As part of the campaign, Noom is also introducing Rebel’s Microhabit Challenges, a collection of in-app activities inspired by Wilson’s own routines around nutrition, sleep, movement and stress management. The feature encourages members to build consistent daily habits through small, achievable goals.
The campaign arrives as GLP-1 medications continue to reshape the weight management market, with brands increasingly focusing not only on weight loss itself but on helping consumers maintain healthy behaviors over the long term.
CREDITS:
BRAND: Noom
AGENCY: Mekanism
