| Philosophy | Following the success of last year's 'Functional, Fun' and Fashionable Gummies campaign, Swisse Wellness —Australia's leading vitamin, mineral, supplement, and skincare brand — has once again collaborated with social media sensations The Inspired UnEmployed with a national campaign via their creative agency – Traffik (Clemenger Group). This year Swisse upped the ante, rebranding the duo as “The Inspired Employed”, officially employing Matt Ford and Jack Steele as full time Chief Gummies Officers (CGOs), with the goal to harness their creative genius in developing a new functional and fun Gummies product. The centrepiece of this year's campaign played into Matt and Jack’s comedic personas, with an April Fools launch of “Swisse Instant Rizz Gummies”. Promising to taste like success, and with instant charisma with every bite, the new Gummies were set to revolutionise the vitamin industry and lives of Aussies who needed a touch more “Rizz” . The story concluded with the reveal that “Swisse Instant Rizz Gummies” weren’t an actual supplement release, but a playful stunt, designed to inject a bit of humour into the category and to appeal to the millennial target audience. Despite its satirical nature, the campaign underscored Swisse's commitment to making wellness accessible and enjoyable for all. The campaign unfolded through three key PR moments, starting with the announcement of The Inspired Unemployed’s appointment as CGOs (even creating LinkedIn profiles and employment announcements for both Matt and Jack), followed by the launch of the “Swisse Instant Rizz Gummies” and culminating in a retirement press conference that was released in time with April Fool’s Day, during which Matt and Jack bid farewell to their short-lived stint as Swisse’s Chief Gummies Officers. A complete awareness-to-purchase approach nurtured the audience through the customer journey via OOH placements, proximity placements, widespread PR placements, agile social content, retail digital assets and eye-catching shopper comms. To compliment this, Swisse hosted an “Induction to Employment” party held at the Swisse HQ in Melbourne, to officially welcome Matt and Jack to the Swisse Wellness team and to celebrate their new roles as Chief Gummies Officers. Keep an eye out for more exciting work from Swisse as they look to further shake up the world of wellness – and possibly another future collaboration with The Inspired Unemployed… |
