{"id":5472,"date":"2013-07-31T00:00:00","date_gmt":"2013-07-31T00:00:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/index.php\/2013\/07\/31\/pmn1206-article03\/"},"modified":"2019-02-18T20:21:26","modified_gmt":"2019-02-18T20:21:26","slug":"pmn1206-article03","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03\/","title":{"rendered":"Redeemed &#8220;Sinners&#8221; as Pharma Spokespeople: Novo Nordisk&#8217;s Faith-Based Marketing"},"content":{"rendered":"<p>Redeemed &#8220;Sinners&#8221; as Pharma Spokespeople        Novo Nordisk&#8217;s Faith-Based Marketing<br \/><img loading=\"lazy\" decoding=\"async\" alt=\"Paul Deen Melting Butter Sculpture\" src=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/wp-content\/uploads\/2019\/02\/Deen-meltdown_300x227.png\" width=\"300\" height=\"227\" align=\"right\" hspace=\"8\"\/>It 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. <\/p>\n<p> Part of that strategy involves celebrities who usually do not register with &#8220;hoity-toity&#8221; 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.<\/p>\n<p> &#8220;Redeemed sinner&#8221; seems to be a pattern among Novo Nordisk&#8217;s celebrity spokespeople. Deen&#8217;s &#8220;sin&#8221; 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 &#8212; the staples of Deen&#8217;s recipes. Now Deen says she includes more greens in her meals and eats in moderation.   <\/p>\n<p>Topics include:<\/p>\n<ul>\n<li>Rev. Run&#8217;s &#8220;Sin&#8221;: Kool-Aid<\/li>\n<li>Deen&#8217;s &#8220;Sin&#8221;: the N-Word<\/li>\n<li>Appealing to African-American Christians <\/li>\n<li>Novo &#8220;Suspends&#8221; Activities with Deen<\/li>\n<li>Vetting Celebrity Spokespersons to Ensure Return on Investment<\/li>\n<li>Brilliant or Dumb?<\/li>\n<\/ul>\n<p>Download the full text PDF file here:<br \/><a style=\"color: #993300;\" track=\"on\" shape=\"rect\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1206-article03.pdf\" linktype=\"link\">http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/news\/pmnews1206-article03.pdf<\/a>    <\/p>\n<p>PMN1206-021<br \/>Issue: Vol. 12, No. 6: 31 July 2013<\/p>\n<p\/><b>Find other articles in related Topic Areas:<\/b> <\/p>\n<ul>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNDTCReprints.htm\">Direct-to-Consumer (DTC) Advertising &amp; Marketing<\/a><\/li>\n<li><a href=\"http:\/\/www.news.pharma-mkting.com\/PMNpatedReprints.htm\">Patient Education<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Part Novo&#8217;s diabetes marketing strategy involves celebrities who usually do not register with &#8216;hoity-toity&#8217; 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. &#8216;Redeemed sinner&#8217; seems to be a pattern among Novo Nordisk&#8217;s celebrity spokespeople.<\/p>\n","protected":false},"author":2,"featured_media":13101,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[62,6],"tags":[],"topic":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Redeemed &quot;Sinners&quot; as Pharma Spokespeople: Novo Nordisk&#039;s Faith-Based Marketing - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/articles\/pmn1206-article03\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Redeemed &quot;Sinners&quot; as Pharma Spokespeople: Novo Nordisk&#039;s Faith-Based Marketing - Pharma Marketing Network\" \/>\n<meta property=\"og:description\" content=\"Part Novo&#039;s diabetes marketing strategy involves celebrities who usually do not register with &#039;hoity-toity&#039; upper-income white folk. 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