Swisse Wellness has launched a new sweet treat-inspired campaign created by its in-house agency.
This is the third iteration of its gummies platform ‘Functional. Fun. Gummies.’
Gen Z and millennials are apparently suffering from “pill fatigue” and the new campaign tackles the matter head on spotlighting the sensorial experience of their gummies: soft to the touch, satisfying to chew, and bursting with flavour.
This campaign marks the first creative produced by Swisse’s in-house creative and production team, The Creative Capsule, reflecting an evolution of the brand’s creative capability and approach to idea development.
“With our Gummies campaign, we set out to make taste the hero – creating a colourful, flavour-forward world that combines the trend driven ‘sweet treat’ experience that brings our Swisse Gummies campaign to life,” said Stephanie Taylor, Swisse ANZ marketing director.
“Brought to life by our in-house team, this campaign is driven by pure, creative energy and engined by a deep understanding of our brand, with a shared belief that wellness can, and should be fun.”
The campaign rolls out across social, digital, and high impact out of home, using bold, stylised visuals and cheeky, category-pushing copy to play with the cultural tension of what gummies are, “technically a supplement, [however], tastes like a sweet treat”.
OOH executions bring the “sweet treat” experience of the campaign to life through placements in and around food precincts via Street Posters and hand-painted murals. Time targeted motion rail formats are used to align specific Gummies products with moments of consumer relevance, such as Swisse Ultiboost Calm + Sleep Gummies appearing in night-time environments.
Beyond paid media, earned PR activity officially kicks off on Friday 1 May. The campaign features a hand painted mural of Australia’s ‘King of Sweet Treats’, Undiagnosed Anthony, celebrating his appointment as Swisse’s Quality Taste Assurance Manager sitting alongside a broader PR program; spanning an ice-cream collaboration with Gelato Gemelli, a ‘Swisse Whip’ chrome van touring the Gold Coast delivering bespoke Gummies-inspired gelato to a mix of talent homes and offices, followed by a VIP launch party, Swisse’s ‘Sweet Treat Club’ to mark the occasion ahead of a bumper weekend of consumer activations.
Credits:
The Creative Capsule, Swisse Wellness
Stephanie Taylor – Marketing Director
Fraser Vandermeer – Brand Manager
Laura Ogilvie – Social Content & Creative Manager
Helena Panopoulos – PR & Partnerships Manager
Emer Harrington – Senior Content Production Manager
Moonboy (Directed by Kevin Bar) – Motion
Jordan Drysdale – Photographer
Henry King – Production Designer
Madeline Saporito – Producer
AMPR – PR Agency
PMG – Media Agency
