Swisse Wellness tells doom scrollers to break bad habits in new work via Traffik, AMPR + PMG

A movement has begun fueled by sleep advocates at Swisse Wellness urging doom scrollers and late-night-procrastinators to break bad sleep habits in one simple step – Go The Swisse To Sleep in a new national campaign produced collaboratively via the agency village, including Traffik, AMPR and PMG.

 

The playful campaign consists of a multi-faceted digital-first rollout for Swisse.

Tapping into a much needed solve for those who suffer from poor sleeping patterns, encouraging the audience to break bad sleep habits and prepare for whatever the next day holds.

Says Taryn Watson, senior strategist at Traffik: “We loved working with Swisse on developing a hard hitting strategic and creative solution for their sleep supplement range.

“We know that we can’t sleep if we are scrolling, so the creative execution of “Go the Swisse to Sleep” was designed to stop the scroll with ‘bait and switch’ social content featuring Swisse’s social talent.”

Swisse has enlisted a stellar “Sleep Squad” for the campaign, including food and style icon
 Melissa Leong, celebrated comedian and dad Jimmy Rees, next-gen athlete Harry Garside, mental health advocate Brooke Blurton and boss energy queen Lillian Ahenkan aka. Flex Mami.

The Sleep Squad feature in a range of content, including time-targeted TikTok’s that pull late-night scrollers out of their trance and get them to Go The Swisse To Sleep.

The campaign talent also spilled their personal icks, fails and bedtime rituals in a ‘Sleep Confessions’. Throughout the personal Q&A series, Harry Garside delves into his recovery tactics, Melissa Leong shares her favourite calming ways to wind down and Brooke Blurton uncovers her worst no-sleep fail – all for the love of Australia’s number 1 selling sleep supplement brand.

Says Kerrie Wade, marketing director ANZ H&H Group: “We’re proud to release our newest campaign for our market leading Sleep supplement range, with our agency village working seamlessly together to merge marketing, creative, digital and PR strategies.

“Our objective was to deliver an engaging campaign to stop our audience in their tracks, and encourage them to challenge themselves to break bad sleep habits.”

A statement from the Sleep Health Foundation: “The Sleep Health Foundation applauds Swisse for this sleep campaign that encourages people to get into bed earlier, if they are able to. The Foundation is heartened to see a campaign with a call to action to value sleep and to see it as an essential part of wellbeing.

“Technology use in the evenings may delay bedtime and interfere with sleep and the Foundation hopes that this campaign can help to improve people’s lives via a better night’s sleep.

‘Go The Swisse To Sleep’ will roll out as an integrated campaign through: TikTok, Meta, OOH, Spotify, path to purchase, online and digital extensions alongside earned media outcomes.

Client: Swisse
Marketing Director ANZ: Kerrie Wade
Associate Marketing Director: Ana Laskova
Senior Brand Manager: Abby Doig
Senior Manager Public Relations & Communications: Stephanie Taylor
PR & Partnerships Manager: Tash Matic

Creative Agency: Traffik Melbourne
Creative Director: Anthony Jones
Senior Stategist: Taryn Atkinson
Copywriter: Aleksandr Corke
Senior Designer Sam McLennan
Senior Digital Designer: Kelly Vella
Senior Finished Artist: Chad Lippert
Finished Artist: Gabriel Mangulabnan
Account Director: Bonny Dixon

Production Partner: Northbrook Agency
Media Agency: PMG
Head of Client Planning: Emma Baston
Media Planner: Michelle Gothelf

PR Team: AMPR Group
Senior Strategy: Jennifer Walsh
Senior Communications Manager: Ebony Santin
Communications Executive: Meg Anderson
Communications Coordinator/Content Assistant: Jordane Dillon

‘Sleep Confessions’ Content Production: AMPR Group
Content Manager: Annalyse Woodgate
Content Support: Jamal Twycross-Smith

Media: PMG
Head of Client Planning: Emma Baston