As part of an extensive partnership, URSAPHARM Arzneimittel GmbH and FC Bayern Mu-nich are declaring war on the lifestyle disease known as “dry eye” and raising awareness about the need for proper eye care. Central to this collaboration is a large-scale, eye-catching campaign in which the top stars from the German record champions take centre stage. With this campaign, URSAPHARM is sparking off the next stage in its corporate development and positioning itself as an innovative player in the pharmaceutical sector with extraordinary po-tential. This strategic collaboration also underlines the intense bond between URSAPHARM and football, which is exemplified in particular by the founders and directors Frank and Dominik Holzer. At the same time, mutual values such as innovation, tradition and social re-sponsibility make for an ideal brand fit between the two international giants.
Two international giants see eye-to-eye
Reliable and successful – on the one hand the market leader in Germany for products to treat dry eye, and on the other the number 1 in German football. Both partners stand for sustainable success, commitment to the highest quality and internationality. URSAPHARM is the market leader in Germany and China in the category “eye lubrication”, and with subsidiaries in France, Benelux, Austria, Poland, the Czech Republic, Slovakia, Portugal, Russia and India as well as partnership agreements with distribution partners in over 74 countries, a truly global player which nowadays – like FC Bayern – is active far beyond its native borders. This gives rise to ideal synergies that will raise public awareness of the issue of “dry eye” and also intro-duce younger target groups to the need for ongoing eye care, which the products in the HYLO EYE CARE range make possible.
Extensive marketing activities
To mark the beginning of the partnership, there will be various communications activities around the brand relaunch of the HYLO® product range. This will range from TV ads, print and online campaigns, and advertising in the pharmacy sector to event communications and marketing activities in the Allianz Arena. The high-profile testimonials from FC Bayern Mu-nich will take centre stage: the world-class goalkeeper Manuel Neuer, the defensive aces Jérôme Boateng and Mats Hummels as well as the fan favourite Thomas Müller are the top superstars who have agreed to be part of the new campaign. The players can be seen in sever-al advertising clips and also took part in an elaborate and unique photo shoot with the star photographer Martin Schoeller.