Lessons from Swisse

Swisse, one of Australia’s biggest wellness companies has reported a sale of its 83% share to a Hong Kong based company for $1.67 billion.

Their secret to success?

Hard work, dedication, focus and commitment to delivering quality and safety in their products.

There’s something else…

Their marketing strategy. It has been no secret that one of Swisse’s strategies for years has been spending big on acquiring the world’s most iconic and high profile identities from all entertainment sectors, from Ellen DeGeneres, Oprah Winfrey and Nicole Kidman to Cadel Evans and Mark Webber.

Swisse acquired this trade mark characteristic from its desire to convey glamour and success in health and wellbeing. So much so that it was reported that its marketing spend at one point became 40 times the multiple of its cost of ingredients.

Whilst it is inherently risky dealing with high profile humans working and living under enormous amounts of pressure and attention, done carefully and correctly, a high profile identity can bring much power, inspiration and awareness to a brand or a product. This means, not only identifying and engaging the right person to endorse your brand but also creating the right marketing infrastructure and enabling the resources to support the strategy of the campaign.

Sladen Legal’s entertainment and sports practice has directly assisted clients with projects involving several high profile international and local celebrities and sports personalities. Some recent projects include Charlize Thereon, Rachel Zoe, Gabriel Macht, Erykah Badu, Solange Knowles and Samantha Jade amongst others.

For further information on Sladen Legal's Entertainment and Sports practice please contact:

Lilit Chakman
Commercial Counsel | Head of Entertainment and Sports
Sladen Legal
T +61 3 9611 0178