Alcon brings in tennis superstar Venus Williams for eye drop marketing campaign

Venus Williams/Alcon

Alcon is getting together with a tennis superstar to launch its newest lubricant eye drop.

Alcon, the eye care division of Novartis based in Fort Worth, is launching its newest lubricant eye drop, Systane Complete, enlisting the aid of Venus Williams. She will speak about her experience with dry eye and how the new Alcon eye drop helps her find relief. These efforts are part of an educational campaign Alcon is launching to reach those who suffer from dry eye.

Dry eye sufferers can now try Systane Complete in their optometrist’s or ophthalmologist’s office. It is expected to be available for over-the-counter purchase nationwide by June 2018

“I spent years not understanding my dry eye symptoms and going through several different eye drops to find a solution,” said Williams in a news release. “Systane Complete is a total game changer for me, and that’s why I’m so passionate about working with Alcon to help others understand their symptoms and find real relief. Systane Complete provides me with long-lasting, fast relief for my dry eye symptoms, allowing me to conquer my day both on and off the court.”

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Systane Complete is a new formula designed to provide relief for every major type of dry eye, according to an Alcon news release.

In addition Williams providing some high-profile marketing muscle to the new product, Alcon will continue its collaboration with mountain climber Lisa Thompson as she moves from her existing dry eye treatment, Systane Ultra, to the new Systane Complete. Thompson began working with Alcon in 2017 as she prepared to climb the K2 mountain near China. She will begin her expedition this summer and chronicle her experience with the help of Systane Complete.

As part of the campaign, the athletes will share their experiences through multimedia assets, a website and a TV commercial to help dry eye sufferers avoid the distractions of dry eye.

“We are thrilled to have a powerful and authentic voice like Venus Williams to help drive awareness around an issue that can be debilitating and an inconvenience for millions around the country,” said Sergio Duplan, North America Region President, Alcon. “Systane Complete is another revolutionary advancement from Alcon, helping support our mission to improve lives through eye care. We’re proud to offer an over-the-counter option that delivers real relief from dry eye symptoms.”

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