CHICAGO: Australia-based multivitamin company Swisse Wellness has brought on MWW as AOR to develop a communications campaign for the brand's US launch.
The company, which arrived on shelves in the US in February, selected MWW after a competitive review because of its experience in health and consumer, said Ulrich Irgens, EVP of Swisse Wellness Americas. He declined to name the other firms in the review.
MWW is Swisse Wellness' first PR agency partner, said Irgens. In Australia, the company, which is more than 50 years old, handles all PR efforts internally.
“PR is always a good amplifier of your marketing program,” explained Irgens.
He added that MWW will work to increase the visibility of the brand among consumers and media by driving conversations about its corporate story and the company's products.
With a team of five core staffers on the account and an extended group of 12 for specific programs, MWW will provide insights into the US consumer market and help Swisse Wellness drive value to its retail relationships, said John Digles, EVP and leader of MWW's health and wellness practice.
The firm will engage a wide range of media, added Digles, from consumer and health outlets to pop culture and entertainment. Swisse Wellness recently signed actress Nicole Kidman as its brand ambassador.
MWW will also advise Swisse Wellness on social media efforts and work to educate consumers on the company's healthy products, he said.
Swisse Wellness brought on MWW for a one-year contract to start, but Irgens said the company sees the relationship lasting for a long time. He declined to disclose budget information.
The company's US headquarters is in Chicago, and the majority of products sold in the country are made in America.
MWW's other health and wellness clients include Gold's Gym, Zumba Fitness, and Atkins Nutritional.