Marketing & Brand News 21
Marketing & Brand News 22
Swisse Australia launches Movement Campaign featuring the new Swisse Ultiboost Fast Acting Vitamin D3
Swisse Australia targets millennial consumers with new gummies campaign
The Swisse Australia team have targeted millennials with their new gummies range campaign. The team partnered with local popular talent duo 'The Inspired Unemployed' to create the campaign. Together, they came up with “Functional & Fun” - a fashion line that demonstrates Swisse Gummies functional benefits in a bold and unexpected way. The marketing team over-delivered the target of 10 million consumer facing earned media impressions with an impressive 35 million impressions in just two months. This audience first approach generated awareness of Swisse Gummies delivering over 247,000 engagement interactions. The creative and engaging campaign strongly resonated with 18–34-year- olds in Australia. Due to the success of this campaign aligning instore sales activation with above the line media, the share for Swisse in gummies has nearly doubled in just a year - now at 11.2% total format and 14.6% for adult gummies.
Our Australia team was thrilled to launch their biggest VMS campaign of the year which went live in early April. The ‘Movement’ campaign features the latest Swisse product, Ultiboost Fast Acting Vitamin D3. The main ingredient in this ground-breaking product, calcifediol, is something that Swisse has access to for a limited time only and it allows the body to absorb levels of vitamin D at a faster rate than normal products. The team launched ads featuring local ambassadors Lance and Jesinta Franklin, who will both build awareness around the products across Catch up TV, Kayo, YouTube, Social, Radio and outdoor advertising platforms. Alongside this, Swisse has partnered with major retailer Chemist Warehouse, on some exclusive assets helping unlock an additional half a million AUD worth of value and further amplify the campaign.
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