Mekanism’s campaign for Noom is unlikely to win awards for creativity but it is interesting on many counts. One is the choice of Rebel Wilson as “chief wellness ambassador”. Another is that it specifies Noom as a partner for GLP-1. Thirdly, and a corollary of the previous one, is that it presents an answer to the eternal question, how do you make weight loss last?

The new 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.

Lose for Keeps has launched across national television, streaming, social, and digital, 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.

Watch Training Wheels.

GLP-1 medications have transformed the weight loss landscape, helping millions of people achieve meaningful results. Noom’s view is that GLP-1s can open a powerful window for change, quieting cravings and creating the mental space needed to build lasting habits. Pairing that window with behavioural science is how results become durable. More than 30% of new Noom GLP-1 program members have previously been on a GLP-1 medication from a different provider. They come to Noom because they want more than the medication alone – they want the habits that help make their results last. Noom’s data also shows that members who pair GLP-1 treatment with the Noom program lose 25% more weight, stay on their medication 2.2x longer, and maintain more than 3x better weight outcomes at six months – making the medication more effective, not just more tolerable. 

Noom also understands that many patients’ journeys with GLP-1 medications are not always linear. Members who continued practising Noom habits after GLP-1 regained 50% less weight than those who did not. The findings point to the central idea behind Lose for Keeps and reinforce what Noom has believed for many years – habits built during the pharmacological window of GLP-1 treatment are a critical part of what can help make weight loss last. 
 

“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,” stated 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 behavioural 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.”

“Everyone assumes losing the weight is the hard part,” Rebel Wilson commented.“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 behaviour change feel small, achievable, and repeatable. Members who complete any of Rebel’s challenges can earn extra Noom Seeds, the app’s rewards currency designed to reinforce consistent healthy behaviours. 

The Noom app is available on iOS and Android.