SixTONES Appointed Rohto Pharmaceutical Eyedrop Ambassadors for Third Consecutive Year, Fans Jubilant

Popular group SixTONES has been announced as the brand ambassador for Rohto Pharmaceutical's eyedrop brand for the third consecutive year, sparking a wave of joy among fans on social media. The hashtag "#EyedropsAreRohto" is filled with appreciative and joyful comments such as "Thank you for continuing this partnership" and "We're so happy for the third year."

This year's theme is "Now's the time to start using eyedrops!" (「それ目薬、はじめどきっ!」). SixTONES members are expected to portray various "triggers" for using eyedrops in daily life. Rohto Pharmaceutical's official account has sent a message saying, "Stay tuned," and fans are eagerly anticipating the new campaign.

Many fans celebrated SixTONES' continued appointment, with numerous comments praising the released visuals, such as "Their visuals are amazing!" and "They're so cute!" Fans also reported concrete changes in their purchasing behavior, saying things like, "Since SixTONES became ambassadors, I've unhesitatingly chosen Rohto Pharmaceutical eyedrops" and "I use multiple types depending on my needs (e.g., Z! Pro d, Youjunsu, Alguard, Lycée)." Comments like "I look forward to going to the eyedrop section at drugstores" and "I enjoy choosing eyedrops while admiring the SixTONES pop-ups" further highlight their significant contribution to the brand.

Particularly drawing attention is the "47 Prefectures Karuta" advertising campaign, which will be displayed at stations and bus stops across all 47 prefectures nationwide. Fans have expressed excitement on social media with comments like "I want this karuta," "I want to go see it, eyedrops in hand," and "This makes local residents happy too."

In an age where digital device use frequently leads to eye strain, eyedrops are recognized as an "important necessity." The powerful collaboration between Rohto Pharmaceutical and SixTONES is expected to continue advocating the importance of eye health and care to many people, further contributing to the brand's image enhancement.

The context

SixTONES is a popular six-member Japanese idol group, managed by START ENTERTAINMENT (formerly Johnny & Associates). They debuted in 2020 and have gained a significant following in Japan and beyond. Rohto Pharmaceutical is a major Japanese pharmaceutical company, globally recognized for its wide range of healthcare products, particularly its extensive line of eyedrops and skincare items. Their products are staples in Japanese households and are also popular internationally.

This article highlights the ongoing success of a brand ambassadorship between a highly visible idol group and a leading pharmaceutical company. For non-Japanese readers, such collaborations are a common and effective marketing strategy in Japan, where popular idols frequently endorse various products, leveraging their large and dedicated fan bases to boost brand visibility and sales. The continuation of this partnership for a third year underscores its success in engaging consumers and strengthening Rohto's brand image, especially given the rising awareness of eye care in the digital age.