Swisse has reported an increase in Australian sales... and a lot of it is thanks to comedians The Inspired Unemployed.
👉 Background: Swisse Wellness is the health company that started selling pollen tablets in a Melbourne bakery over 50 years ago. In 2015, Swisse was acquired by Hong Kong’s H&H Group for a lazy $1.67 billion.
👉 What happened: Now, Swisse has just reported a 20% increase in Australasian sales over the March quarter. Turns out, a lot of this is thanks to Aussie comedians the Inspired Unemployed.
👉 What else: The Swisse campaign with the Inspired Unemployed brought in record-breaking reach and new millennial customers for Swisse’s Gummies range. Just goes to show, influencers with clout are still cutting through.
💡The rise of the anti-influencer influencer era is here. Swisse has recognised that to bring in younger customers, they’ll need to play to a different tune.
💡 In the past, Swisse has used brand ambassadors like Ricky Ponting, Nicole Kidman, Chris Hemsworth and Lance Franklin to grow sales.
💡But now, Swisse is adapting to a new generation of vitamin and supplement consuming Aussies - who have a different relationship with celebrity culture. Rather than the polish of celebs, Swisse is opting for the chaotic comedy of the Inspired Unemployed.
Sign up for Flux and join 100,000 members of the Flux family
