Ozempic Hype House Backfires in WeightWatchers Brand Misstep

In a mansion on a hill with a killer view of Los Angeles, a dozen social media influencers have gathered to bake protein packed muffins, take selfies with giant injector pens and talk about how Ozempic has changed their lives. Welcome to the GLP-1 hype house, sponsored by WeightWatchers.

The day-long experience was a marketing event for WW International Inc.’s new prescription obesity drug service — possibly the biggest brand shift in the company’s 60 year history. WeightWatchers has been enlisting influencers to “help bust the misconceptions and stigma around GLP-1 medications” — as in weight-loss shots like Wegovy and Zepbound — and to “share that WW is here to support you,” according ...