To increase its presence in the U.S., Australia-based vitamin and supplement brand Swisse activated a destination for its “wellness warrior” target at Wanderlust 108, Sept. 9 in Brooklyn, NY, offering consumers a soothing lounge, garden and detox center. Wanderlust 108, a one-day event series as part of the larger Wanderlust festivals, is described as “the world’s only mindful triathlon,” offering 20,000 attendees meditation, running and yoga, as well as activations by wellness and nutrition brands like Swisse.
Swisse’s activation, dubbed Destination Happiness, offered three focal points and stations for consumers to learn about the brand’s ingredients and popular products. The activation continued at Wanderlust 108s in Philadelphia (Sept. 22), Washington, D.C. (Sept. 29), Detroit (Oct. 7), and hits Tampa Nov. 3. The program wraps up at Wanderlust 108 in Austin on Nov. 10.
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Destination Happiness experiences included the Dream Dome, a soothing, shaded environment where consumers took part in a five-minute guided meditation. The space included an herbal mediation dome, inspired by ingredients in Swisse’s Sleep product.
In the Detox Platform, massage therapists offered brief chair sessions while yoga experts helped consumers master “detoxifying asana poses.” The backdrop depicted a Spanish artichoke field, which represented where Swisse sources artichoke found in its Swisse Liver Detox Ultiboost product.
In the Beauty Garden, consumers posed in front of a floral wall for an Instagram moment featuring Sicilian blood orange, an ingredient in Swisse Hair Skin Nails Liquid Ultiboost, which they could sample on-site.
On the Destination Happiness Deck were two “feelings fountains” with positive affirmations engraved on river stones and couches for consumers to relax on and catch up with friends. Here, consumers also received tailored product recommendations via an interactive digital platform and were able to purchase products immediately on-site.
The Brooklyn kick-off of the Swisse Wanderlust 108 experience featured Luke Milton, a Training Mate master instructor, Swisse brand ambassador and celebrity trainer. He hosted Movement Mate, a full-body movement class for consumers to help loosen up muscles and joints after a full day of Wanderlust workouts—thus, closing the circle of restorative experiences offered at Swisse’s Destination Happiness.
For Swisse, raising awareness for its products starts with creating a “personal” experience. “The interactive nature of the activation has been designed to establish a meaningful connection between consumers and our brand, emphasizing the premium quality of our products and our holistic approach to health,” says Janet Coningsby, senior manager-consumer engagement, Swisse Wellness. Agency: Mirrorball, New York City.