Boehringer Ingelheim Pharmaceuticals, Inc. Collaborates With Univision Communications Inc. To Launch An Integrated Campaign In Spanish
NEW YORK, SEPT. 23, 2013 – Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI), one of the world’s top 20 leading pharmaceutical companies today announced its collaboration with Univision Communications Inc. to launch its first integrated campaign for U.S. Hispanics. Leveraging Univision Network’s record-breaking variety show “Sábado Gigante” (Giant Saturday), the collaboration will help Boehringer Ingelheim Pharmaceuticals, Inc. bring more health education to more people as the exclusive sponsor of the program’s popular segment “Ritmo Dieta,” a family-friendly dance competition where contestants demonstrate their best moves in efforts to lose weight and live healthier lives. The collaboration will become an extension of the Network’s Salud Es Vida (Health is Life) health platform, aimed at raising awareness, increasing knowledge and encouraging positive health decision-making among the U.S. Hispanic community.
“Boehringer Ingelheim’s strategic collaboration with Univision is another testament to our ongoing commitment to connect and engage with U.S. Hispanics. We aim to educate this burgeoning community on diabetes and healthy living alternatives, including dance, healthy eating and fitness,” said Christopher Kaplan, senior vice president and chief marketing officer, Boehringer Ingelheim Pharmaceuticals, Inc. “This collaboration involving ‘Sábado Gigante,’ allows us to be welcomed into the homes of millions of Latino families who have made watching Don Francisco’s iconic show a tradition.”
“Ritmo Dieta” will feature a 13-week competition, showcasing 10 contestants who will vie for a chance to win the grand prize. One of the contestants has been diagnosed with type 2 diabetes. Viewers can join the conversation regarding Salud es Vida on Twitter via @Univision and #SaludesVida as well as share their comments on Facebook.com/Univision.
As part of the collaboration and as a continuation of the Salud Es Vida initiative, three brief videos will be produced to highlight diabetes and weight management. Viewers will be able to access content via Univision.com, UVideos, and mobile devices.
“‘Sábado Gigante’ is one of the longest running and most successful programs in television history, recently celebrating its 50th anniversary on air. Partnering with Boehringer Ingelheim Pharmaceuticals, Inc. to bring to our viewers’ awareness on diabetes and healthier living habits, creates a natural synergy to reinforce our company’s mission to empower, entertain and inform Hispanic America and our ability to help Boehringer Ingelheim bring more health education to more people,” said Keith Turner, president of Advertising Sales and Marketing, Univision Communications, Inc.
Boehringer Ingelheim Pharmaceuticals, Inc.’s cross-cultural advertising and communications agency of record, Miami-based firm República, will oversee creative development and production supervision of the collaboration.
Hosted by celebrated television personality Mario Kreutzberger, better known as “Don Francisco,” “Sábado Gigante” is certified by the Guinness Book of World Records as the longest running variety show in television history. Since the program first aired in 1962, “Sábado Gigante” continues to be hugely popular among worldwide audiences. In addition to consistently delivering impressive viewer numbers in the U.S., it is an ongoing hit in 42 countries, and “Don Francisco,” is among the most recognized and beloved personalities in the Hispanic entertainment world.
Salud Es Vida is a comprehensive call-to-action initiative designed to raise awareness, increase knowledge and encourage positive health decision-making. The program leverages Univision’s diverse media platforms to educate its audience on health issues and promote primary prevention, habits of healthy living, access to care and disease-specific prevention and treatment. Key health issues addressed include: asthma, cancer, cardiovascular disease, diabetes, sexual health issues – including HIV/AIDS and other STDs – immunization, prenatal care/infant mortality, tobacco cessation, obesity, physical activity and nutrition.