What's next for Swisse? After splashing the cash in Australia, the firm aims to break America. Super Bowl 2014 is on the radar.
That's a big play, admits Paul Waldron, MD of Noisy Beast, the firm set up to service its creative and media buying. "It's a massive first step. But Swisse is happy looking at it, is looking at it."
Suffice to say, Waldron says its US approach "won't be slowly slowly catchy monkey. It will be quick impact."
That reflects Swisse's home market strategy. Waldron has just set up a Noisy Beast office in Chicago to serve the firm, which has done a deal with Walgreens, the largest chemist retailer in the US and one of the largest retailers behind Walmart. Waldron "hasn't seen anything to suggest it will be any different [to the Australian] market ... We will execute it in much the same way. Swisse will invest invest and support retail."
Locally Swisse kicked off its latest big bucks campaign, featuring Nicole Kidman, on Nine's The Voice on Sunday. Waldron said the firm's media properties continue to perform, noting the success of The Block, My Kitchen Rules and now The Voice. "That's good news for Nine," said Waldron, speaking about the latter show, but notes that "the landscape could change over the next couple of years."
Waldron said those kind of properties will be targeted in the US. "The Voice, America has got talent, the NBA, NFL, Super Bowl are in the right ballpark."
But can they really get all of those properties? "You can get everything if you spend the money," said Waldron.
So what is next for Noisy Beast? Waldron said the firm will continue to follow Swisse with its global expansion. But not at the expense of its own domestic growth. On that front, there are further announcements to come but Waldron won't drop any hints. Put it this way, he will be "disappointed if we get to the end of the year without a couple of decent-sized wins."
See the Kidman campaign here.
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