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Swisse was battling low penetration with their sleep supplements range, a category that has faced challenges despite 1 in 3 Aussies experiencing some form of inadequate sleep. We needed to connect with 25-35 year olds in a way that would break through category conventions while delivering real business results.
Go the Swisse to sleep! We developed a fully integrated campaign centered around a memorable, humorous tagline that transformed the brand name into an actionable sleep directive. Rather than focusing solely on product benefits, we created a platform that inspired Aussies to break bad habits while establishing new routines that included Swisse sleep supplements. This approach allowed us to address both the category barriers and product consideration in a highly engaging way that resonated with our target audience.
The campaign deployed across multiple touchpoints including OOH, social media, and in-store activations. Creative executions focused on the "endless scroll" problem and other modern sleep disruptors, presenting Swisse as the solution through humorous, relatable messaging. Digital content featured the recognisable "Go the Swisse to sleep!" tagline alongside visuals of the product range, while retail execution reinforced the message at the crucial point of purchase.
