Some call this year to Wellness Bowl. It’s Oikos promotes proteinRaisin Bran has an ad on gut health with William Shatner, and Liquid Death is hydration. The PepsiCo is pushing its probiotic soda and zero-calorie offerings, while making its snacks cheaper and healthier. But the rock star will be GLP-1 drug for weight loss.

Zachariah Reitano wants Americans to embrace GLP-1 as a lifelong health tool. Telehealth company CEO Ro runs his first Super Bowl adwhere tennis star Serena Williams talks about how GLP-1s improve her mobility, cholesterol, sugar levels, and weight. “People always hear about the weight loss part, but we want to tell the 100-plus million people that these products can do that and more for your health,” Reitano told me.

He was not alone. With GLP-1s identified as “first real longevity drugs,” a transformative force in health care, and now available in a pill form that makes uninsured costs as low as $149 a month, the focus is moving from a weight loss boost to the foundation of a lifestyle program. Drug makers Novo Nordisk and Eli Lilly also planned campaigns in and around the Super Bowl to address the stigma of obesity medications.

Such efforts are encouraging even wider use of GLP-1s, which cause the more than 10% of annual health care claims for US employers last year, which created a cost crisis. Despite the launch of cheaper pills, states like California and Pennsylvania stopped Medicaid coverage of GLP-1s for weight loss last month, and insurers have imposed restrictions.

GLP-1 providers are ready to go to war. Opposite Hims & Hers promotes GLP-1s as a right, not just a remedy. Last year, it ran a Super Bowl ad accusing drug makers of price gouging for coveted drugs. This year, the telehealth player is targeting billionaires with a message, “the rich live longer.”

Ro’s Reitano also saw the turmoil of a revolution. “The US is this paradox: the pinnacle of innovation and outcomes in many areas, but day-to-day care and preventive care can be more difficult or inaccessible,” he said. “GLP-1s are forcing an incredible rewiring of the health care system … it’s the bull in the china shop of the incentive structure of our health care system.” But first, he argued, “we need to remove the stigma of using it.”

Contact CEO Daily by Diane Brady at [email protected]

Top leadership news

PayPal names new CEO…

PayPal named HP chief Enrique Lores as the next CEO, succeeds Alex Chriss, who failed to stop the 80% stock dive in the last five years. “The pace of change and implementation was not in line with the board’s expectations,” the company said in a statement.

…and so is Disney

Disney Office has partnered that Josh D’Amaro, the company’s head of theme parks, will replace Bob Iger as the company’s CEO. He will receive a roughly $45 million first-year pay packageincluding a $9.7 million one-time award tied to his promotion from park chief to chief executive.

Inside the Victoria’s Secret twist

Under retail veteran Hillary Super, Victoria’s Secret has returned to its identity as a fun and sexy brand after the controversy of the 2010s. The CEO SPOKE luck that he first saw the job as “the biggest opportunity to change retail.”

The markets

S&P 500 futures down 0.05% this morning. The last session closed at 0.84%. STOXX Europe 600 down 0.24% in early trading. The UK FTSE 100 rose 0.62% in early trading. in Japan Nikkei 225 fell to 0.78%. in China CSI 300 increased by 0.83%. South Korea KOSPI increased by 1.57%. in India NIFTY 50 increased by 0.24%. Bitcoin available at $76K.

Around the watercooler

Nevada lawmakers blast Boring Company over safety and environmental violations as Elon Musk-owned startup refuses to testify at hearing by Jessica Matthews

Levi Strauss heir Daniel Lurie helped pull off the Super Bowl when Levi’s Stadium was under construction. Now he’s the mayor for a $440 million windfall by Jacqueline Munis

Amazon AWS CEO Matt Garman pushes back against Elon Musk’s space data center plan by Alexei Oreskovic

Oracle hedges ‘core risk going into 2026,’ BofA argues, but market isn’t buying it by Nick Lichtenberg and Eva Roytburg

‘Immigrants subsidize the US government’: how the undocumented helped reduce the deficit by $14.5 trillion in 3 decades by Sasha Rogelberg

CEO Daily is compiled and edited by Joey Abrams, Claire Zillman and Lee Clifford.