April 28 2026, 11:43 am | BY Ricki Green | No Comments

Swisse Wellness has ushered in a new era of sensory-led wellness through the next evolution of its gummies platform Functional. Fun. Gummies. designed to engage every sense. This campaign marks the first creative produced by Swisse’s in-house creative and production team The Creative Capsule, reflecting an evolution of the brand’s creative capability and approach to idea development.

 

Now in its third iteration, Functional. Fun. Gummies. has been built year-on-year. From launching a fashion line with The Inspired Unemployed in 2023, to “employing” them in 2024 to create the parody ‘Rizz Gummie’ that broke the internet. Swisse returns in 2026 with its boldest chapter yet: a ‘Sweet Treat’ inspired creative campaign that makes functional wellness impossible to ignore.

With ‘pill fatigue’ the insight to crack for Gen Z and Millennials seeking more enjoyable to consume supplements, in addition to the functional benefits. Swisse’s Functional. Fun. Gummies. leans into indulgence, spotlighting the sensorial experience of their gummies: soft to the touch, satisfying to chew, and bursting with flavour.

Says Stephanie Taylor, Swisse ANZ Marketing Director: “With our Gummies campaign, we set out to make taste the hero – creating a colourful, flavour-forward world that combines the trend driven ‘sweet treat’ experience that brings our Swisse Gummies campaign to life. Brought to life by our in-house team, this campaign is driven by pure, creative energy and engined by a deep understanding of our brand, with a shared belief that wellness can, and should be fun.”

The campaign rolls out across social, digital, and high impact out of home, using bold, stylised visuals and cheeky, category-pushing copy to play with the cultural tension of what gummies are, “technically a supplement, [however], tastes like a sweet treat”.

OOH executions bring the “sweet treat” experience of the campaign to life through placements in and around food precincts via street posters and hand-painted murals. Time targeted motion rail formats are used to align specific Gummies products with moments of consumer relevance, such as Swisse Ultiboost Calm + Sleep Gummies appearing in night-time environments.

Beyond paid media, earned PR activity officially kicks off on Friday 1 May. The campaign features a hand painted mural of Australia’s ‘King of Sweet Treats’, Undiagnosed Anthony, celebrating his appointment as Swisse’s Quality Taste Assurance Manager sitting alongside a broader PR program; spanning an ice-cream collaboration with Gelato Gemelli, a ‘Swisse Whip’ chrome van touring the Gold Coast delivering bespoke Gummies-inspired gelato to a mix of talent homes and offices, followed by a VIP launch party, Swisse’s ‘Sweet Treat Club’ to mark the occasion ahead of a bumper weekend of consumer activations.

Client: Swisse Wellness
Stephanie Taylor – Marketing Director
Fraser Vandermeer – Brand Manager
Laura Ogilvie – Social Content & Creative Manager
Helena Panopoulos – PR & Partnerships Manager
Emer Harrington – Senior Content Production Manager

Creative: The Creative Capsule, Swisse Wellness

PR: AMPR
Media: PMG

 

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel