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In today’s always-on world, poor sleep has become a national epidemic, particularly among younger audiences who scroll late into the night. Swisse, Australia’s #1 sleep supplement brand, needed to cut through this noise and connect with consumers right when they’re making the worst sleep choices: doom scrolling in bed.
“Go The Swisse To Sleep” a playful, provocative rallying cry designed to jolt doom scrollers out of their late-night trance and encourage healthier sleep habits. By turning the scroll into the solution, the campaign used ‘bait and switch’ content to deliver unexpected interventions at the exact moment bad sleep behaviour is happening.
The idea was simple: interrupt bad habits at the source, and reframe Swisse Sleep as the gateway to next-day confidence, energy and wellness.
Swisse didn’t just launch a sleep campaign, they started a bedtime rebellion. With “Go The Swisse To Sleep,” they took aim at the nation’s worst habit (scrolling into oblivion) and hit snooze on the nonsense. The creative roll-out was full of personality, humour, and perfectly timed interruptions that caught night owls red-handed; thumbs deep in social media at 12:47am.
But it didn’t stop there. Every touchpoint was designed to meet the shopper exactly where they were mentally, emotionally, and physically. From cheeky OOH and radio spots, to scroll-stopping social and clever digital placements, the campaign nudged people along their sleep-deprived journey all the way to the shelf. Every element, from PR to in-store, worked together to convert curiosity into action.
