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As Eli Lilly continues to elevate the profile of its popular GLP-1 drug Mounjaro, the drugmaker has found a partner — or two — to support the mission.

Lilly recently unveiled a paid partnership with Emmy Award-winning actor Eric Stonestreet, best known for his role as Cameron Tucker on the ABC sitcom Modern Family. 

In the marketing effort promoting the type 2 diabetes medication, Stonestreet and his mother, Jamey, discuss living with the chronic condition and taking Mounjaro for treatment. 

In a two-minute spot on the Mounjaro website, the pair sit side-by-side on a piano, discussing how both of them were diagnosed with diabetes, prescribed Mounjaro by their respective providers and have achieved healthy lifestyles through diet and exercise.

As part of the Duets with Type 2 Diabetes campaign, the pair also appeared in a Lilly-sponsored segment on ABC’s Good Morning America to discuss how Mounjaro has allowed them to have greater control over their experiences with diabetes.

The Stonestreet-led push is part of an ongoing effort by Lilly to shift the conversation about type 2 diabetes from having the condition perceived as a moral failing and instead understand it as a societal health issue affecting an estimated 10% of Americans.

Janet Potts, VP of U.S. marketing at Lilly USA, emphasized that effectively treating type 2 diabetes requires partnerships with family, friends and healthcare providers.

“We are trying to amplify the voices of people who have type 2 diabetes so that those people feel informed, supported and empowered to have their own conversations,” she said. 

Mounjaro — and its obesity counterpart Zepbound — have been blockbusters for Lilly and cemented the company’s lead position in the GLP-1 wars with rival drugmaker Novo Nordisk.

Last year, Mounjaro generated $11.54 billion in sales — adding another $3.84 billion in Q1 2025.

As for Duets with Type 2 Diabetes, the campaign utilizes a full paid, earned, shared and owned media approach, Potts noted, including social media marketing and sponsorships of live events.

On that latter point, she said that in addition to working with the Stonestreets, Lilly is extending its musical marketing efforts, too.

Lilly has a partnership with iHeartMedia to leverage its platforms to reach broader audiences.

Earlier this month, Lilly sponsored the iHeartCountry Music Festival in Austin.

In September, Lilly plans to feature Duets with Type 2 Diabetes at the iHeartRadio Music Festival in Las Vegas, where country music legend Tim McGraw was named as the first performer for the event. 

To evaluate the success of these promotions, Potts said the pharma giant will be focused on a number of metrics, including the number of patient stories shared on Mounjaro.lilly.com/duets.

She detailed the goal of the campaign as leaning into topics raised by patient advocates, namely promoting early patient engagement with appropriate treatment plans and spotlight patient voices to create more relatable, supportive narratives.

Beyond the celebrity endorsement from Stonestreet, the campaign is designed to encourage patients to share their stories and advocate for themselves in managing type 2 diabetes.

Potts also acknowledged how the drugmaker’s ad campaigns and TV commercials over the past few years have sought to spark long-overdue conversations about obesity in America. 

In building a supportive community, Potts said Lilly wants to reduce stigma and promote greater understanding around type 2 diabetes.

“Our biggest message here is that type 2 diabetes is not a solo act,” she said. “We’re trying to amplify the voices of type 2 diabetes patients and celebrate the partnerships that help people navigate type 2.”