Foundayo TV Advertising Campaign Launches Late May — Brand-Awareness Push as Mid-May PBM Coverage Activates
Eli Lilly executives confirmed on the April 30 Q1 call that a full direct-to-consumer TV advertising campaign for Foundayo (orforglipron) launches in late May 2026, coinciding with the mid-May commercial access activation at two of the three largest US pharmacy benefit managers. The campaign emphasizes Foundayo's only-oral-GLP-1-without-food-or-water-restrictions positioning vs Novo's Wegovy pill, which requires fasting administration. Lilly previously held back consumer advertising through the first six weeks of launch to let PBM coverage scale before driving consumer prescription demand. Citi's May 8 IQVIA note flagged the upcoming campaign and PBM expansion as the catalysts for the Week 5+ trajectory acceleration that landed in the May 8 IQVIA print (10,248 scripts, +40% w/w).