0%
Gen Z & Millennials viewed vitamins as boring clinical necessities - if they considered them at all. Despite Swisse's strong brand recognition, their gummies range remained invisible to younger audiences overwhelmed by "adulting". We needed to break through wellness category fatigue and make health routines appealing.
The Inspired Unemployed become The Inspired Employed. We disrupted the corporate wellness narrative by officially hiring social media comedy duo "The Inspired Unemployed" as Swisse's Chief Gummies Officers. Through their satirical lens, we transformed boring vitamin routines into entertaining content showing what happens when carefree social media stars face 9-to-5 corporate life—with their mission to create a meme-worthy "Instant Rizz" gummy.
The campaign unfolded in three distinct phases designed to maintain audience engagement. First, we "hired" The Inspired Unemployed with a formal induction and office tour, creating content showing their humorous struggles to adapt to corporate life, legitimized with LinkedIn profiles that attracted real congratulations. Next, we tasked them with developing "Instant Rizz Gummies" – a fictional product promising "5x more charm." Finally, on April Fool's Day, we held a press conference where the duo announced their "resignation," revealing the elaborate campaign while maintaining the comedic tone.
