Swisse Wellness: A case history of a successful customer case history project
In late 2017, the Healthcare Packaging (HCP) business unit of Clariant asked Collins Marketing Communications to highlight its ability to provide customized desiccant solutions for pharmaceutical and nutraceutical product packages. Clariant HCP directed us to an example involving Swisse, an Australia-based maker of vitamins, supplements, and other health related products.
We determined that a case-history story, detailing Clariant HCP’s work with Swisse would be the best way to achieve the objective. We began by contacting the relevant players from:
- Clariant HCP manufacturing (US and Asia)
- Swisse (Australia),
- Performance Packaging (Australia, Clariant CDP’s regional representative)
Despite a 13-hour time difference, all participants were interviewed and Collins Marketing developed an 800-word feature article. We then transmitted the story for review to all participants for approval and obtained official product photography from Swisse, showing its current product packaging and the custom-branded desiccant packet developed by Clariant HCP. The completed article and photo can be seen here: https://www.dropbox.com/s/fasnkwdff7tf1sn/Branded%20solutions%20protect%20Swisse%20product%20authenticity-FINAL%20with%20photo.docx?dl=0
Process:
Even as development of the story began, Collins Marketing identified ideal target publications for the story in markets worldwide. Our targets included the three largest-circulation packaging publications in the US, Europe, and Australia. As soon as we had the story in hand, we began the media-relations and placement process with these publications:
- Packaging World (US)
- Brand Packaging (US)
- Nutraceuticals World
- Packaging Europe
- Packaging News (Australia)
Story placement began as soon as final story approvals were completed. The story and photo were placed in four of the periodicals contacted, reaching a global readership of more than 150,000:
http://www.packagingnews.com.au/news/swisse-fights-counterfeits-with-branded-sachet
https://packagingeurope.com/swisse-wellness-adopts-unique-label-branded-desiccant/
https://www.serializationcountdown.com/packaging-protects-products-inside-out
Comments:
“Thank you very much for sharing, great results have been achieved – well done to the team.”
– Abbey Thomas, PR Manager, Swisse Wellness
“Excellent! This is great coverage. Thanks a lot for your efforts.”
– Mark Florez, Product Manager, Business Development and Marketing,
Clariant Healthcare Packaging