Swisse Wellness hires The Inspired Unemployed as chief gummies officers in new work via Traffik

Following the success of last year’s ‘Functional, Fun and Fashionable’ Gummies campaign, Swisse Wellness has once again collaborated with social media sensations The Inspired Unemployed for a national campaign via Traffik (Clemenger Group).

This year Swisse upped the ante, rebranding the duo as “The Inspired Employed”, officially employing Matt Ford and Jack Steele as full time Chief Gummies Officers (CGOs), with the goal to harness their creative genius in developing a new functional and fun Gummies product.

The centrepiece of this year’s campaign played into Matt and Jack’s comedic personas, with an April Fools launch of “Swisse Instant Rizz Gummies”. Promising to taste like success, and with instant charisma with every bite, the new Gummies were set to revolutionise the vitamin industry and lives of Aussies who needed a touch more “Rizz”.

The story concluded with the reveal that “Swisse Instant Rizz Gummies” weren’t an actual supplement release, but a playful stunt, designed to inject a bit of humour into the category and to appeal to the millennial target audience. Despite its satirical nature, the campaign underscored Swisse’s commitment to making wellness accessible and enjoyable for all.

The campaign unfolded through three key PR moments, starting with the announcement of The Inspired Unemployed’s appointment as CGOs (even creating LinkedIn profiles and employment announcements for both Matt and Jack), followed by the launch of the “Swisse Instant Rizz Gummies” and culminating in a retirement press conference that was released in time with April Fool’s Day, during which Matt and Jack bid farewell to their short-lived stint as Swisse’s Chief Gummies Officers.

A complete awareness-to-purchase approach nurtured the audience through the customer journey via OOH placements, proximity placements, widespread PR placements, agile social content, retail digital assets and eye-catching shopper comms.

To compliment this, Swisse hosted an “Induction to Employment” party held at the Swisse HQ in Melbourne, to officially welcome Matt and Jack to the Swisse Wellness team and to celebrate their new roles as Chief Gummies Officers.

Says Kerrie Wade, ANZ marketing director for Swisse: “We’ve been thrilled to once again join forces with The Inspired Unemployed to bring a touch of irreverence to the world of wellness through this incredibly fun campaign. While the Instant Rizz Gummies launch was a stunt this time around, we’re dedicated to innovating for and evolving our existing Gummies range – ensuring they are eternally fun and equally functional.”

The national campaign features across OOH, You Tube, Instagram, TikTok, LinkedIn, PR, Online and Instore.

Client: Swisse
Marketing Director ANZ: Kerrie Wade
Marketing Manager: Natasha McGill
Head of Communications: Stephanie Taylor

Creative Agency: Traffik Melbourne
Creative Directors: Anthony Jones, Bonnie O’Hare
Strategy Director: Taryn Watson
Senior Account Director: Bonny Dixon

Production Company: The Producers
Executive Producer: Noelle Jones
Producer: Georgia Rankin
Director: Cameron March
DOP: Sean Ryan
Editor: Tim Eddy
Grade: Matt Campbell
Sound: Rumble
Photographer: Ben Sullivan

Media: PMG
PR & Owned Content: AMPR