Novo Nordisk
Awakening a dual-brand strategy built for global impact
In bringing semaglutide to market, Novo Nordisk had both a breakthrough product the opportunity to reach two distinct patient communities with intention. But meaningful engagement among the two target audiences required more than one-size-fits-all branding. To truly connect, Novo Nordisk needed a strategy that could support distinct patient stories, create room for differentiated messaging, and inspire belief across audiences, all while maintaining global regulatory integrity.
The challenge
How do you name the same molecule for two different realities?
Semaglutide had enormous potential across indications, but each audience brought its own expectations, motivations, and mindset. Patients with type II diabetes sought control and clinical confidence. Patients navigating obesity were seeking empowerment, progress, and a sense of freedom in the face of stigma.
It wasn’t just about naming. It was about building two platforms that could meet people where they are and move them forward.
The solution
A dual-brand naming strategy built on clarity, credibility, and connection.
Addison Whitney brought together cross-functional expertise in naming, regulatory, and trademark strategy to determine the viability of a dual-name approach. Our team conducted a thorough assessment, weighing the key factors regulators use to approve or deny dual-brand naming:
Through a blend of regulatory rigor and creative clarity, we helped Novo Nordisk move forward with confidence and secure global approval for two of the most impactful brand names on the market today: Ozempic and Wegovy.
The results
Two names. One molecule. Endless possibilities for patient connection.
With the global approval of both Ozempic and Wegovy, Novo Nordisk created two emotionally resonant platforms that speak directly to the needs, language, and mindset of distinct patient populations.
The strategy unlocked greater marketing flexibility, enabled tailored communications, and gave each brand the power to ignite its own momentum. Ozempic quickly became one of the most recognized names in diabetes care, while Wegovy opened new conversations in obesity treatment, destigmatizing care and deepening connection with patients worldwide.
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Let’s awaken your brand together.