Success story

Unlocking UK Success for US Eyecare Brand TheraTears®







Completed in 2022-2023

Cutting-edge USA eyecare brand TheraTears® deserved a disruptive cross-channel launch.

Ceuta Group, an IQVIA business, in partnership with Prestige Brands, devised and implemented an innovative sell-in to trade, marketing strategy, and omnichannel UK distribution, supporting TheraTears® to revolutionise the UK eye care category.

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Revolutionising the UK's eye care category.

Wartie brand UK coverage


With a combination of market-leading research, sales, and marketing strategies, we empowered TheraTears® to unlock new online and offline opportunities and connect with consumer groups across the UK.

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“This strong entry for TheraTears highlights the challenges in the OTC eye care marketplace and clearly demonstrates how consumer insights inform their marketing approach. The creative execution and packaging are strong and the results look very positive.” “A clearly articulated brand vision, with strong ambition and an engaging campaign.”

OTC Marketing Awards 2023 Judging Panel

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