Plenity is designed to help people feel
satisfied with smaller portions so they can eat less and lose
weight, while enjoying the foods they love
Gelesis®, the maker of Plenity, began trading
on the New York Stock Exchange earlier this month
Who said losing weight has to be miserable? The debut “Who
Said?” campaign from Plenity, launching today across the US,
challenges many long-held cultural and societal assumptions around
weight loss. Plenity’s multichannel campaign will encompass TV,
digital, social, and Out of Home (OOH) to grow awareness of
Plenity’s novel approach to weight management. The campaign aims to
empower the 70% of Americans who struggle with excess weight to
think about weight loss in a new way – with less deprivation thanks
to Plenity.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220131005213/en/
Plenity is designed to help people feel
satisfied with smaller portions so they can eat less and lose
weight, while enjoying foods they love. (Photo: Business Wire)
“We’ve had a tremendous response to Plenity in its initial,
limited release period and are thrilled to now launch it to a wider
audience in this debut campaign. People are disheartened with the
way much of the world views weight and weight loss. Restrictive
food rules, black and white thinking, taboo conversations tiptoeing
around our bodies—it is confusing and frustrating,” said David
Pass, Pharm.D., Chief Commercial and Operating Officer of Gelesis
(NYSE: GLS), the maker of Plenity. “If weight management is a road
you’re on, we’re in your corner.”
The campaign was developed with The&Partnership and features
TV & digital spots from acclaimed MJZ directing duo Hoffman /
Metoyer (Apple, Coke, Ford, Marriott, Etsy). Still photography for
the campaign was shot by noted art and celebrity photographer
Magdalena Wosinska. m/SIX is leading the media buy for the
campaign.
Plenity is transforming weight management with a clinically
proven approach inspired by raw vegetables. Plenity is designed to
help people feel satisfied with smaller portions so they can eat
less and lose weight, while enjoying foods they love. It is
FDA-cleared to aid in weight management in adults with excess
weight or obesity, as defined by a Body Mass Index (BMI) of 25 to
40 kg/m², when used in conjunction with diet and exercise. It is
taken orally as three capsules with 16 ounces of water twice a day,
20 minutes before lunch and dinner. Plenity is not a drug or
supplement. Instead it uses a novel biomimetic approach inspired by
the composition and mechanical properties of vegetables that makes
adults feel fuller with smaller portions. In clinical trials, 6 out
of 10 adults had clinically meaningful weight loss (on average they
lost 22 pounds, or ~3.5 inches from their waist) and the safety
profile was similar to placebo.
Gelesis has taken a unique go to market approach with Plenity
and is committed to broadening access to expert-endorsed clinical
care for weight management. In order to overcome the many frictions
people have traditionally experienced, the product is available by
prescription via a free telehealth consultation (with leading
industry partner Ro), with unlimited follow-up visits as needed, as
well as through a traditional healthcare provider experience.
Notably, in an analysis of 20,000 Plenity members, 70% had never
tried a prescription weight management product before, indicating
Plenity is bringing new people into the category of prescription
weight management products. Approximately 50% of members said they
would not have seen their doctor for a prescription if telehealth
had not been available. The Plenity experience is further bolstered
by robust complimentary journey support, packaging designed to help
people integrate Plenity into one’s lifestyle, and transparent
pricing.
The “Who Said?” campaign builds upon a New York City activation
in December, where Plenity created an edible billboard in the East
Village’s Astor Place to challenge the idea that people can’t eat
the foods they love while losing weight. The Astor Place billboard
was made with thousands of seasonal holiday cakes. Plenity invited
people to enjoy free dessert, reinforcing the notion that the
holiday treats you love can fit into a balanced diet, no matter
your health goals.
Previous marketing efforts around Plenity were limited to search
and social media marketing as Gelesis built out a commercial-scale
manufacturing facility. The response from these limited marketing
efforts was very encouraging. Gelesis began trading on the New York
Stock Exchange earlier this month in conjunction with a capital
raise to support the launch of Plenity. Based on available cash,
ramped up manufacturing, and commercial timelines, Gelesis
currently anticipates that its 2022 revenue will be approximately
$58 million in its first year of full launch.
“We believe we are well positioned to address the huge market
need in weight management. We have the widest label of any
prescription weight management product—150 million Americans could
be eligible for treatment with Plenity—and the long-term potential
of our company is exciting,” said Yishai Zohar, founder and CEO of
Gelesis. “We anticipate a dramatic increase in revenue growth year
over year.”
Important Safety Information about Plenity
- Patients who are pregnant or are allergic to cellulose, citric
acid, sodium stearyl fumarate, gelatin, or titanium dioxide should
not take Plenity.
- To avoid impact on the absorption of medications:
- For all medications that should be taken with food, take them
after starting a meal.
- For all medications that should be taken without food (on an
empty stomach), continue taking on an empty stomach or as
recommended by your physician.
- The overall incidence of side effects with Plenity was no
different than placebo. The most common side effects were diarrhea,
distended abdomen, infrequent bowel movements, and flatulence.
- Contact a doctor right away if problems occur. If you have a
severe allergic reaction, severe stomach pain, or severe diarrhea,
stop using Plenity until you can speak to your doctor.
Rx Only. For the safe and proper use of Plenity or more
information, talk to a healthcare professional, read the Patient
Instructions for Use, or call 1-844-PLENITY.
About Gelesis
Gelesis Holdings Inc. (NYSE: GLS) (“Gelesis”) is a
consumer-centered biotherapeutics company advancing a novel
category of treatments for weight management and gut related
chronic diseases. Our non-systemic superabsorbent hydrogels are the
first and only made entirely from naturally derived building
blocks, and they are inspired by the composition (i.e., water &
cellulose) and mechanical properties (e.g., elasticity or firmness)
of raw vegetables. They are conveniently administered in capsules
to create a much larger volume of small, non-aggregating hydrogel
pieces that become an integrated part of the meals, and act locally
in the digestive system. Our portfolio includes Plenity®, an
FDA-cleared product to aid in weight management, as well as
potential therapies in development for patients with Type 2
Diabetes, Non-alcoholic Fatty Liver Disease (NAFLD)/Non-alcoholic
Steatohepatitis (NASH), and Functional Constipation. For more
information, visit gelesis.com, or connect with us on Twitter
@GelesisInc.
Forward-Looking Statements
Certain statements, estimates, targets and projections in this
press release may constitute “forward-looking statements” within
the meaning of the federal securities laws. The words “anticipate,”
“believe,” continue,” “could,” “estimate,” “expect,” “intend,”
“may,” “might,” “plan,” “possible,” “potential,” “predict,”
“project,” “should,” “strive,” “would” and similar expressions may
identify forward-looking statements, but the absence of these words
does not mean that statement is not forward looking.
Forward-looking statements are predictions, projections and other
statements about future events that are based on current
expectations and assumptions and, as a result, are subject to risks
and uncertainties. Forward-looking statements include, but are not
limited to, statements regarding our or our management team’s
expectations, hopes, beliefs, intentions or strategies regarding
the future, including those relating to Gelesis’ business
combination with Capstar and its expected benefits, Gelesis’
performance following the business combination, the competitive
environment in which Gelesis operates, the expected future
operating and financial performance and market opportunities of
Gelesis and statements regarding Gelesis’ expectations, hopes,
beliefs, intentions or strategies regarding the future. In
addition, any statements that refer to projections, forecasts, or
other characterizations of future events or circumstances,
including any underlying assumptions, are forward-looking
statements. Forward-looking statements speak only as of the date
they are made. Readers are cautioned not to put undue reliance on
forward-looking statements, and Gelesis assumes no obligation and
does not intend to update or revise these forward-looking
statements, whether as a result of new information, future events,
or otherwise. Gelesis gives no assurance that any expectations set
forth in this press release will be achieved. Various risks and
uncertainties (some of which are beyond our control) or other
factors could cause actual future results, performance or events to
differ materially from those described herein. Some of the factors
that may impact future results and performance may include, without
limitation: (i) the size, demand and growth potential of the
markets for Plenity® and Gelesis’ other product candidates and
Gelesis’ ability to serve those markets; (ii) the degree of market
acceptance and adoption of Gelesis’ products; (iii) Gelesis’
ability to develop innovative products and compete with other
companies engaged in the weight loss industry; (iv) Gelesis’
ability to finance and complete successfully the commercial launch
of Plenity® and its growth plans, including new possible
indications and the clinical data from ongoing and future studies
about liver and other diseases; (v) failure to realize the
anticipated benefits of the business combination, including as a
result of a delay or difficulty in integrating the businesses of
Capstar and Gelesis; (vi) the ability of Gelesis to issue equity or
equity-linked securities or obtain debt financing in the future;
(vii) the outcome of any legal proceedings instituted against
Capstar, Gelesis, or others in connection with the business
combination; (viii) the ability of Gelesis to maintain its listing
on the New York Stock Exchange; (ix) the risk that the business
combination disrupts current plans and operations of Gelesis as a
result of Gelesis being a publicly listed issuer; (x) the
regulatory pathway for Gelesis’ products and responses from
regulators, including the FDA and similar regulators outside of the
United States; (xi) the ability of Gelesis to grow and manage
growth profitably, maintain relationships with customers and
suppliers and retain Gelesis’ management and key employees; (xii)
costs related to the business combination, including costs
associated with the Gelesis being a publicly listed issuer; (xiii)
changes in applicable laws or regulations; (xiv) the possibility
that Gelesis may be adversely affected by other economic, business,
regulatory and/or competitive factors; (xv) Gelesis’ estimates of
expenses and profitability; (xvi) ongoing regulatory requirements,
(xvii) any competing products or technologies that may emerge,
(xviii) the volatility of the telehealth market in general, or
insufficient patient demand; (xix) the ability of Gelesis to defend
its intellectual property and satisfy regulatory requirements; (xx)
the impact of the COVID 19 pandemic on Gelesis’ business; (xxi) the
limited operating history of Gelesis; and (xxii) those factors
discussed in Capstar’s joint proxy/prospectus filed with the SEC on
December 27, 2021, under the heading “Risk Factors”, and other
documents of Gelesis filed, or to be filed, with the SEC, by
Gelesis. These filings address other important risks and
uncertainties that could cause actual results and events to differ
materially from those contained in the forward-looking
statements.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220131005213/en/
Media Relations Katie
Sullivan ksullivan@gelesis.com
Investor Relations Lynne
Collier, ICR lynne.collier@icrinc.com
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