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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.
Create an engaging shopper campaign built around a series of earned media moments where we ‘employed’ the unemployable. We disrupted the mundane wellness narrative by officially hiring social media comedy duo "The Inspired Unemployed" as Swisse's Chief Gummies Officers with a mission to create a meme-worthy "Instant Rizz" Gummie. Through their satirical lens, we transformed boring vitamin routines into entertaining content that connected with Gen-Zs and Millennials.
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.
We leveraged the earned PR moments to create compelling path-to-purchase campaign resulting in a seamless integrated consumer journey.
