Swisse encourages Aussies to ‘reach for your reason’ in new campaign via Clemenger BBDO
Swisse has launched a new brand platform, ‘Reach For Your Reason’ via Clemenger BBDO Melbourne, encouraging Australians to discover their motivation for creating and maintaining a holistic wellness routine.
The new 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.
Says Kerrie Wade, marketing director ANZ H&H Group: “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.
“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.
Says 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.
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
35 Comments
This is the strategy, not an ad.
This just makes me feel depressed.
hahahahah I love ripping into strategists… especially when they act like CD’s
Run out of budget for the big celebrities you used to pay haha? This is awful
This would never have happened under his watch.
For what the original brief was to ‘another Aussie woman swimming in an ocean pool’. I have to say, this is a major disappointment. Same old, same old but without celebrities. But I don’t blame the agency for it.
Wow, from the lofty VO to the swimmer who looks lost, and the muted palette, I now need something uplifting to get me through the day. And it won’t be Swisse tablets.
…having the word ‘reach’ in the line make it a shopper strategy? Dear me, this is basic stuff. And depressing. And boring. And basically saying that you need to do it from within (ie: our vitamins can’t really help). I’m totally, definately inspired to get more Swisse into my life…
This is dreadful and such a waste of money.
I feel like this is a client problem though, when have you ever seen a good Swisse ad? Heck as about as creative as I’ve seen them get is using talent from The Biggest Loser…
Maybe Clems can bring them round in time.
They’re the client that makes you execute their paltry ideas after 12 rounds of concepts.
cheap
wow, a touch boring
When you lose too much of your top talent you end up with work like this. Clems only have themselves to blame.
There’s an interesting thought in there but the execution is dire.
The ad made me reach. That sort of reach.
So you won’t find what you’re looking for in a bottle, but then you’re directed to pills in a bottle.
Rad!
This is terrible from Clems Melbourne – how the mighty fall. Can I ask why you PR’ed it?
because the client likely insisted… And as agencies we now do whatever clients want, no matter the damage to our reputation.
…just a word jumbled manifesto that doesn’t really say or mean anything. Sounds emotional and insightful. Isn’t either.
Manifestos are not ideas.
if *this* is the pitch winning work then I dread to think what the other options were.
Clems badly need new leadership. The best people have left and there’s nobody at the top that understands creativity. Sad times.
Gag reflex activated.
I have to say I disagree with all of the comments. I think we can be so critical as an industry to guess and hypothesise behind the covers of every idea to try and criticise agency, people, process, strategy and everything in between. We forget to look at the idea through the eyes of the audience. I personally really like this ad, I liked the way it made me feel and the way it made me think. My wife was the same. I think the team at Clemenger have done a great job. And no, I don’t work there. Just an ad man that think our industry is stronger when Clemenger are producing great work. And this, for me, is great work.
Please email me the name of your drug dealer.
nice one Marty.
Nicely said.
Hey @Tim – your point about looking at things through the eyes of the audience is spot-on, which is exactly why the comments on this piece of work have been so critical. Until we accept that 99% of the population have absolutely no interest in brands, their manifesto or purpose, we’ll continue to pump out work such as this that neither cuts-through or contributes to our client’s commercial success or brand growth.
just an honest middle aged white ad man.
As a consumer and allied health professional I like this ad. People should be thinking about their life choices, motivations and goals and the choice of supplants is part of that. Plus the beach pool looks gorgeous!
I think it works very well at a visceral level . Maybe all these naysayers have lost the ability to “feel”.
I love supplants
Poor choice of VO artist, the read feels rushed. Needed a 60” and better music. Creatives and suits missed a trick.
Wow what happened to you all that made you this miserable? Ripping on an ad under a pseudonym make you feel better? About time we as an industry grow up, no? 🙂
Is the swimmer Janna Pitman?