Little Swisse NPD Launch
To bring the Little Swisse range to life, we executed a high-impact omnichannel Retail Media strategy.
growth in in-store sales
growth in in-store customers vs STLY
Campaign Background and Objectives
To bring the Little Swisse range to life, we executed a high-impact omnichannel strategy to deliver category disruption at scale. High-impact point of sale assets needed to integrate with existing fixtures, comply with safety guidelines and be simple for store teams to install across the network, while still creating a clearly defined kids' vitamins destination. Critical criteria included communicating navigation between variants and achieving high national compliance.
Our omnichannel strategy was fueled by this key insight: one in three customers visit the HBB aisle. In a category dominated by adult-coded cues, new kids’ products risk being overlooked unless clearly signposted and easy to interpret at shelf.
The vitamin category is typically uniform and heavily adult coded. For a kids-focused innovation, the challenge wasn’t just visibility, but clarity. Little Swisse Gummies needed colour, shape and simplicity to stand out, reduce decision friction and communicate reassurance to parents.
Parents needed to quickly understand the proposition and choose with confidence. Swisse required a point-of-sale solution at Woolworths that could clearly introduce the new range and simplify decision-making at shelf.
Solutions and Results
We kicked off with a targeted online phase to reach category buyers, communicating USPs and incentivising early trial. We then dialed up the frequency across Fresh Magazine and digital placements to stay top-of-mind throughout the shopping journey. The campaign culminated in a massive in-store takeover featuring 100% SOV on HBB screens, floor media, and in-store innovation with tri-standees.
To create a true sensorial experience, we even hosted 'Parent Pit-Stop' smoothie bars that echoed the flavour profiles of the gummies, re-energising parents as they entered Woolworths supermarkets.
- Across the campaign period, Swisse Wellness (part of H&H Group) achieved 14.44% growth in total customers vs STLY
- The campaign brought in 13,600 new-to-brand customers.
The Hard Launch phase of Little Swisse Gummies delivered both impact and sales for the brand. The peak week during the campaign was 23/09 showcasing the effectiveness of promo-aligned media and display placements in-store. This portion of the activation successfully drove customer acquisition for Swisse, seeing a dramatic increase in new to brand units and sales delivering conversion of NPD.
- In-store performance reinforced these outcomes, with 23.06% growth in in-store sales and 15.49% growth in in-store customers vs STLY, confirming that the physical retail execution drove results at scale.
