"It takes motivation and understanding to truly be successful on your health journey."
Swisse has launched a new brand platform, Reach For Your Reason, encouraging Australians to discover their motivation for creating and maintaining a holistic wellness routine.
The platform is anchored in the insight that nothing drives us like our deep-seated motivation; that is what keeps us going through all of life’s challenges.
In a sector that often touts quick fixes, magic pills and silver bullets, the platform is a category-defining statement that products alone are not enough. While Swisse’s premium formulas and products can help people perform, people need purpose first and foremost, before they pick up a product. Whether we are physically or emotionally exhausted, digging deep inside ourselves and finding our reason gives us the power to push forward.
“Swisse provides a foundation for achieving sustained health and happiness but to live a full life Australians must first understand what they’re living for. Once they’ve found that reason, together the possibilities are endless,” said Kerrie Wade, Marketing Director ANZ H&H Group.
“This campaign is just the first moment in a series to encourage Australians to approach their health and happiness with a greater sense of personal meaning and instil a sense of possibility about what they can achieve.”
Clemenger BBDO Melbourne was appointed as Swisse’s creative agency of record in July 2021.
Rich Williams, Executive Creative Director ClemengerBBDO Melbourne: “We’re asking you to do one thing before you take Swisse, ask yourself why. Because Swisse is only part of the solution, it takes motivation and understanding to truly be successful on your health journey."
Reach For Your Reason launched this week with an integrated multivitamins campaign through TV, OOH, path to purchase, online and digital extensions, and is the first in a series of content that will highlight the brand’s extensive portfolio.
Credits
Client: Swisse
Marketing Director ANZ: Kerrie Wade
Associate Marketing Director: Ana Laskova
Senior Brand Manager: Natasha McGill
Senior Manager Public Relations & Communications: Stephanie Taylor
Creative agency: Clemenger BBDO Melbourne
Media: PHD Media
Production company: Flare
Director: Marty Moynihan
COP: James Brown
Photographer: Sean Izzard
Producer: Alex Gillespie / Helen Morahan
Sound house: Sonar
Music: Level Two Music
