Noom, the leading behaviour change company, launched Lose for Keeps, a new integrated brand campaign featuring Rebel Wilson in her second year as the company’s Chief Wellness Ambassador. The campaign tackles a question at the centre of the GLP-1 era: how do you make weight loss last?
Launched across national television, streaming, social, and digital, Lose for Keeps marks one of Noom’s largest brand investments to date and the latest chapter from a company that has spent 15 years studying what actually makes weight loss last. The campaign, created in partnership with creative agency Mekanism, is built around a simple idea at the centre of today’s weight loss conversation: GLP-1 medications are a powerful catalyst for change, but it is medication and habits together that help people Lose for Keeps.
For Rebel Wilson, the campaign is personal. Five years after losing 80 pounds, she has maintained her progress through major life changes, including becoming a mother to two young children, by building habits that became part of her everyday life. Lose for Keeps brings that story to the screen, showing that lasting weight loss is not about perfection. It is about building routines that can survive busy mornings, changing schedules, and real life
“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 Geoff Cook, CEO of Noom. “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.”
Credits
- AgencyMekanism/San Francisco
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- AgencyMekanism/San Francisco
- TalentRebel Wilson
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- AgencyMekanism/San Francisco
- TalentRebel Wilson
The Lose for Keeps platform launches with two hero TV spots Training Wheels and Mute Button, each using an unexpected metaphor to bring the GLP-1 and habits story to life in Rebel’s voice
Training Wheels uses the image of learning to ride a bicycle to explore how GLP-1 medication and healthy habits work together. The key, Rebel explains, is building habits while you’re on the medication, so they’re already part of your life when you need them most
In Mute Button, she brings to life the experience many patients call “food noise,” showing how when cravings quiet with GLP-1 medication, patients often find a window to build healthier routines, all against the backdrop of a chaotic family morning, featuring her own daughter in the spot with her
Together, the spots make the same argument: GLP-1 medications and habits built alongside them are what help people Lose for Keeps
Noom – Lose for Keeps – Mute Button
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- AgencyMekanism/San Francisco
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- AgencyMekanism/San Francisco
- TalentRebel Wilson
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- AgencyMekanism/San Francisco
- TalentRebel Wilson
“Everyone assumes losing the weight is the hard part,” said Wilson, Chief Wellness Ambassador at Noom. “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. That’s the thing nobody tells you: when they actually stick, it stops feeling like a battle.”
Noom is also launching Rebel’s Microhabit Challenges, a new set of easy-to-start, in-app habit routines inspired by Rebel Wilson’s own health habits across sleep, nutrition, mood, and movement
Rebel’s curated challenges are available to Noom members in the app and are designed to make behavior change feel small, achievable, and repeatable. That’s the Lose for Keepsidea in practice. Members who complete any of Rebel’s challenges can earn extra Noom Seeds, the app’s rewards currency designed to reinforce consistent healthy behaviors
“Microhabit Challenges are designed to make healthy habits feel approachable, rewarding, and easy to repeat,” said Aaron Severs, Noom’s Chief Product Officer. “The feature is built on established habit science: small, achievable, daily wins can compound into bigger changes over time. With more than 100 challenges across energy, sleep, stress, nutrition, and movement, now including challenges inspired by Rebel’s own routines, members can find simple ways to build healthier habits into everyday life.”
