I can’t believe the Melbourne newspapers didn’t make more of a fuss. Australia’s leading lady of Hollywood has, for the FIRST TIME EVER, signed on to represent an Aussie brand and it only made page 21 of the Herald Sun?? Yet it’s front page news in Sydney’s Daily Telegraph. It seems a change in management ranks means we’ll be getting a much more serious and less tabloid Herald Sun in the future – which is fine, but why ignore a major entertainment story that also ties in with a brilliant and audacious business strategy by Australian company, Swisse?
And it is BIG news for Swisse because going global and competing with the big multi-nationals is no small feat. And if you’re going to take on the world markets, why not do it properly and sign on the nation’s queen of style? Swisse couldn’t have produced a lovelier photo of Nicole too – the perfect picture of grace and good health.
Kidman will be ambassador for the brand when Swisse rolls out its international campaign, starting with the United States in January. Then they’ll march on into the U.K., Europe and Asia. The TV ads and photos for the campaign will all be shot in Australia.
If you want to argue about who IS Australia’s leading lady of Hollywood, just look at the statistics. Nicole has been nominated for 8 Golden Globe awards, winning three, and is Australia’s only Best Female Oscar winner. But it’s not only her artistic achievements that make her a good fit for the brand. Her lifestyle and values give her exponential value as the total package. Being involved in international issues means she has also been honoured as a Companion of the Order of Australia in 2007 and is a global ambassador for UN Women that promotes gender equality and empowerment of women and girls worldwide.
Kidman chose Swisse because she likes the idea of being part of a small Australian family-built company (about to get a whole lot bigger!) that is commited to good health and well-being. ‘I joined Swisse because I wanted to help bring awareness to the importance of living a healthy lifestyle in a busy, often stressful world,’ she said.
Only last week, Swisse was announced as BRW’s winner of the most successful Australian private business of the year. (with a turnover of $100 million plus)
Part of their marketing success relies on rolling ad campaigns using famous faces. They sponsor top TV shows and are also a major presence at Melbourne’s Spring Racing Carnival.
On Thursday night, they kicked off their racing season with a launch party at South Yarra’s newest and coolest restaurant, Mama Baba. Swisse CEO Radek Sali spoke about how they’re expanding the brand to release a skin care and body range, and will soon be unveiling protein bars and sports supplements.
And Sali is thrilled about their new partnership with Kidman. ‘Nicole Kidman is a much loved Australian overseas and we know that Swisse will be Australia’s most loved health and wellness brand overseas in coming months and years,’ he said.
Swisse have also become famous for their amazing parties and the Mama Baba event was a stand-out. Finger food from Masterchef George Colombaris’ kitchen was superb and French champagne, Laurent-Perrier, flowed freely. The guest list read like the who’s who of Melbourne, and you can understand why. If you get invited to a Swisse party, you’re guaranteed quality food AND company. Here’s some of the people Fletch and I ran into on the night:
To give the guests a taste of what’s to come from Swisse, Goodie Bags were handed out when we left the party. (yay!) I’m yet to try the creams, but I can assure you, those sleep tablets work a treat.