Perception

• Australians are becoming more aware and intentional of making healthy choices and improve their diets, as a proactive or curative measure against diseases. As such, there is an increased demand for nutrients in various forms, including supplementary.
• There have been campaigns by both governmental and non-governmental agencies in Australia urging people to prioritize vitamins in their diets. Swisse Vitamins Pty Ltd has exploited such opportunities through aggressive marketing and this has worked to the brand’s advantage.
• So far, the change of perception and the sudden need to embrace vitamins among Australians have seen Swisse brand continue to grow in sales.

Local Brand

• Even though Swisse is now owned by a Hong Kong company, it was initially founded in Australia and its headquarters are in Melbourne.
• As a result, Australians feel a sense of pride whenever they promote a local brand.

Brand Presence

• Other than using celebrities to raise awareness about the brand, Swisse has been proactive in sponsoring sporting events.
• Through these sponsorship programs, Swisse’s presence becomes amplified as the leading vitamins and supplement brand, giving it a more competitive edge.