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Currax Pharmaceuticals is taking a page out of Lesley Gore’s playbook to remind patients that obesity doesn’t own them.

The drugmaker launched a campaign supporting its weight loss medication Contrave (Naltrexone/bupropion) on Thursday, all backed by a cover version of Gore’s 1963 hit “You Don’t Own Me.”

In the 90-second TV ad, people are faced with constant cravings throughout the day — whether at home, in the office or on the go — but able to overcome these tasty temptations with the help of Currax’s fixed dose weight loss pill.

“Contrave keeps those cravings away,” the voiceover concludes at the end of the first broadcast TV ad for the brand.

The Cravings Don’t Own Me spot was created by Minds + Assembly, a 2024 MM+M Agency 100 honoree and Currax’s agency of record.

At a time when wildly popular GLP-1s like Mounjaro and Ozempic have fundamentally redefined the conversation around obesity and weight loss, it has raised the question about where weight loss drugs like Contrave fit into the equation.

What Currax is seeking to accomplish, according to its head of marketing Derrick Gastineau, is raising awareness around the alternative options to patients and educating them on what’s available to treat obesity. 

Another critical part of the campaign, he said, was underscoring the mental impact that cravings and “food noise” can have on patients. This is a challenge many patients have identified as impeding their ability to lose weight and keep it off.

“We were hoping to take an alternative approach and bring forward the voice of the patient,” he said. “When we tested these concepts in market research, the resounding feedback from everyone we talked to was, ‘This is real, this is me and this is the type of thing that I am experiencing.”

Just as Gore’s song resonated with audiences 60 years ago thanks to its empowering feminist message, Currax is hoping to reinforce with patients that they have an option at their disposal to treat the symptoms of their obesity. 

As such, the campaign is strategically targeting markets with high obesity rates to maximize reach as well as educate both patients and healthcare providers alike about Contrave.

The digital and broadcast campaign is launching in 10 U.S. markets, including Louisville, New Orleans, Nashville, Buffalo and Oklahoma City, among others.

Considering that a couple of mitigating factors to the success of GLP-1s have been the affordability and access of the drugs, Currax is aiming to highlight Contrave’s $99-per-month price point.

Fluctuating public and private payer coverage coupled with out-of-pocket costs that can reach thousands of dollars a month remain sticky issues in the obesity medication space.

Gastineau said Currax’s  CurAccess Program provides a bridge to coverage for patients who need a more affordable option but aren’t able to get it through other means.

Still, he stresses that Currax isn’t competing directly with GLP-1 manufacturing giants Novo Nordisk and Eli Lilly, nor does it plan to.

Instead, he said the company is taking a collaborative approach to its commercialization strategy for Contrave and positioning it as a low-cost option or supplemental alternative to the likes of Wegovy and Zepbound.

When it comes to reshaping the conversation around obesity as a chronic disease, he said there must be multiple treatment options available to patients. In this way, another FDA-approved weight loss drug is part of a trend where rising tides lift all boats.

“We’re competing alongside [Novo and Lilly] and all of us are competing against the chronic disease of obesity,” he said. “As [Currax CEO George Hampton] said before, ‘We want more treatment options, not less.’”