Kieran Reid, the skipper of the all conquering All Blacks, stars in a new rugby campaign from Swisse Wellness that explores the aspects of the athlete ambassador’s character (such as teamwork) that link his rugby to his everyday life.
The activation, which was created in tandem with Sydney agency Noisy Beast, launched to leverage the start of the 2018 international rugby season and is spearheaded by a hero TV spot that spans Reid’s on and off-field personality.
“Kieran Read is more than a rugby legend. He’s also a father of three who takes on the same challenges as families all over New Zealand,” explained Swisse Wellness New Zealand marketing manager, Tineke Madgwick.
“When he doesn’t have his team’s support crew on call, or a stadium of fans to cheer him on, he gets the support he needs from Swisse. With the help of Noisy Beast, Swisse continues to grow and today we are the No. 1 selling multivitamin brand in New Zealand Pharmacy, as we work towards achieving our mission of making billions of people around the world healthier and happier.”
Noisy Beast managing director, David Brown, added: “”ieran is a great ambassador and we’re delighted with the spot and excited about the campaign rolling out over the coming months. The Noisy Beast and Swisse Wellness partnership has a rich and successful history of using Ambassadors. It’s great that we’ve been able to extend that formula to New Zealand.”
Comment:
In New Zealand, despite the start of the global sports behemoth that is the FIFA World Cup, it seems that rugby still reigns supreme and is the only sport that really counts.
In Australia and New Zealand Swisse has a long track record of featuring athlete ambassadors and focusing its marketing on the sports space and this campaign continues that strategy.
Previous campaigns from the brand that have adopted a similar approach range from AFL activations (see case study) and F1 (see case study), to tennis work (see case study) and cricket campaigns (see case study), plus Paralympic promotions (see case study).
Links:
Swisse
https://swisse.com/bestoffground
https://www.youtube.com/user/SwisseWellness
https://www.facebook.com/swisse
https://www.instagram.com/swisseau/
Noisy Beast
