Australia – Australian vitamin, mineral, supplement, and skincare brand Swisse Wellness has onboarded duo Matt Ford and Jack Steele from The Inspired Unemployed as the creative directors of its new ‘Functional, Fun’ Gummies campaign made via Traffik Melbourne.
Under the collaboration, Ford and Steele worked with Swisse to co-design fashion garments influenced by their take on functionality, resulting in the ‘Swisse Gummies SS23 Collection’.
The campaign was inspired by the insight that Australian millennials care about their health, but are generally overwhelmed by the pressures of adulting and taking vitamins is often seen as just another thing on their to-do list.
Kerrie Wade, marketing director of ANZ at H&H Group, shared her excitement over the campaign and rollout of the new products.
“Our objective was to really communicate the amazing taste and benefits of our Gummies offering, in a fun and engaging way that is new and disruptive for the VMS category,” Wade said.
The ‘Functional, Fun’ Gummies campaign was launched with the Gummie Collection wrap party hosted by The Inspired Unemployed. It will also roll out as an integrated campaign through OOH, online and digital extensions, and a PR and comedic-led social campaign from February 10.
Swisse has also previously launched its brand platform ‘Reach for Your Reason’, which was aimed at encouraging Australians to discover their motivation for creating and maintaining a holistic wellness routine.
Source: Maureen Basa, MARKETECH APAC
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