Pharma Marketing News
PMN Home | Advertising Information | FAQs
About Us | Contact Us | Privacy Policy
Subscribe Glossary
Pharma Marketing Blog Pharmaguy Audio Podcasts Event Calendar PReader Surveys

Share |

Redeemed "Sinners" as Pharma Spokespeople
Novo Nordisk's Faith-Based Marketing

Paul Deen Melting Butter SculptureIt makes sense for diabetes drug marketers at Novo Nordisk to implement marketing programs specifically to reach African Americans and lower-income people where they pray, play, and eat.

Part of that strategy involves celebrities who usually do not register with "hoity-toity" upper-income white folk. These include NASCAR racecar driver Charlie Kimball, southern belle celebrity chef Paula Deen, and recently ordained Pentecostal minister Joseph Ward Simmons, aka Rev. Run of the hip-hop group Run-D.M.C.

"Redeemed sinner" seems to be a pattern among Novo Nordisk's celebrity spokespeople. Deen's "sin" was promoting high-calorie, fatty, and sugary recipes years before revealing she had type 2 diabetes, which is often associated with a diet rich in fats and sugar -- the staples of Deen's recipes. Now Deen says she includes more greens in her meals and eats in moderation.

Topics include:
  • Rev. Run's "Sin": Kool-Aid
  • Deen's "Sin": the N-Word
  • Appealing to African-American Christians
  • Novo "Suspends" Activities with Deen
  • Vetting Celebrity Spokespersons to Ensure Return on Investment
  • Brilliant or Dumb?
Download the full text PDF file here:
http://www.pharma-mkting.com/news/pmnews1206-article03.pdf

PMN1206-021
Issue: Vol. 12, No. 6: 31 July 2013

Find other articles in related Topic Areas:

Vol 12, #6 Contents





Contact Information
Editor
Pharma Marketing News

Pharma Marketing News | Subscribe | Industry Insights | Podcasts | Pharmaguy | Blog
Surveys | Glossary | Conference Calendar | Advertising Information | FAQs | About Us | Privacy Policy

© 2014. Pharma Marketing Network. All rights reserved.