Little Swisse Gummies ReLaunch
Swisse brought reformulated kids’ gummies to life through dynamic need-state messaging and immersive retail theatre to drive trial.
new-to-brand customers
in-store sales growth
total customers growth
Background and Objective
To break through a dominant competitor and rebuild trust after brand switching, Little Swisse needed to translate its reformulated gummies' taste, format, and benefit improvements into easily understood retail experiences that inspired parental trial.
The primary objectives were to make the range intuitive across daily parent need states, use creative retail formats to remove sensory uncertainty, and establish standout visibility beyond the traditional vitamins aisle.
Removing Sensory Uncertainty and Meeting Daily Needs
Customer insights revealed that 50% of parents buying Swisse Kids returned to the category but switched to another brand, proving that reassurance had to work harder.
Furthermore, 62% of parents preferred gummy formats, with immunity standing as the #1 family need state at 58%.
Because parental priorities naturally shift throughout the day, Little Swisse identified that matching benefits to daily moments while letting parents experience the taste firsthand was critical to overcoming hesitation and driving product trial.
Solution
Swisse deployed an unmissable full-funnel strategy that moved parents seamlessly from initial consideration to active trial across Woolworths. By pairing dynamic front-of-store screens with vibrant physical brand theatre and experiential sampling, the activation removed sensory hesitation and guided parents straight from store entrance to basket conversion.
Match Message to Moment
Rotated front-of-store screen creative across Immune, Gut Health, and Sleep benefits by time of day to ensure relevance across shifting daily parenting routines.
Make Taste Tangible
The vitamin category is typically Removed sensory uncertainty before purchase by hosting experiential smoothie bars and roaming sampling that brought reformulated gummy flavour profiles directly to life.
Disrupt Beyond the Aisle
Parents needed to quickly understand the proposition and choose with confidence. Extended brand visibility into high-traffic departments through high-impact XXL floor decals, breadcrumb trail cues, Health & Beauty screen takeovers, and digital storefront placements.
See how Little Swisse drove double-digit growth in-store & online by watching the video below
Solutions and Results
By combining dynamic digital messaging with immersive in-store theatre, the activation eliminated taste barriers and engaged parents across every stage of their shopping trip.
Awarded Best NPD Campaign and Best Use of Creative Canvas at Cartology’s 2026 Campaign of the Year Awards, Swisse Wellness proved how experiential retail and first-party insights drive exceptional product launch velocity:
Powerful Customer Acquisition Engine: Recruited 13,600 new-to-brand customers throughout the relaunch window, driving substantial competitor brand switching.
Exceptional In-Store Velocity: Generated an outstanding +23% surge in in-store sales alongside a +15% lift in in-store customer growth vs STLY.
Strong Omnichannel Growth: Delivered +20% eCommerce sales growth and +14% total customer expansion across the campaign period.
We were so excited to see the Little Swisse campaign recognised, and it really reflects the strength of our partnership with the Cartology team.
The collaboration allowed us to think beyond individual media placements and build something that connected the Little Swisse brand re-launch with Woolworths families throughout the shopper journey.
