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Swiss Miss
Hung in a mug
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Client
Year
- 2019
Services
- Brand Refresh
- Branding & Strategy
- Consulting
- Creative
- Market Analytics
The Client:
Swiss Miss is an American food company that has been around since 1961. They offer a variety of different products but are most well known for their many different hot chocolate products. In their products, Swiss Miss uses real locally sourced dairy to help create an authentic taste while requiring people to only need to add water to their products. The goal of Swiss Miss is to bring joy to their customers and remind them of good memories and when they were young.
The Ask:
Aid the client in revitalizing their brand and attracting a new demographic of consumers who will be able to find joy and excitement in Swiss Miss for years to come.
Insight
Swiss Miss has been a beloved pantry essential for generations, often enjoyed as a winter treat. Despite its popularity in colder months, the brand faces a decline in consumption during the warmer seasons as consumers opt for different alternative sugary drinks. As a result of the seasonal change, it leads to a shift in consumer preference and the brand experiences a decrease in engagement. However, by repositioning Swiss Miss as a sweet indulgence that can be enjoyed year-round, the brand can increase awareness and consumer consumption.
Swiss Miss is not only known as a wintertime treat but also carries a sense of comforting nostalgia. Many individuals associate the brand with memories from their childhood, such as time like when their mother used to prepare it for them after they came in from a day in the snow. While this connection brings joy and relaxation, it also limits the brand's appeal as being viewed as primarily for children. However, as individuals age and face increasing daily stress, they seek out sources of happiness and often turn to nostalgic items that remind them of simpler times. With the current trend of nostalgia on the rise, Swiss Miss has a unique opportunity to capitalize on this sentiment and position their products as suitable for individuals of all ages seeking that warm and fuzzy feeling.
Strategy
When the grinding hustle starts to feel more like the struggle, Swiss Miss is the comforting sip of relief you deserve.
Approach
Given the challenges of stress and negativity that many individuals face, my team and I recognized the importance of crafting a marketing campaign that would evoke the sense of joy and nostalgia, while emphasizing the comforting and familiar feeling associated with Swiss Miss. Our strategy aimed to reach a wide audience, specifically aiming to connect with individuals during stressful situations in their lives. To achieve this, we utilized various marketing tools such as digital, social, print, and package redesign, as well as recommending a new product line. The goal of our campaign was to spread positivity and provide a sense of relief from everyday pressures through uplifting messages centered around our slogan, "a hug in a mug."
Objective
Transform Swiss Miss by rebranding it as a source of comfort for everyone and develop positive marketing strategies that will establish it as the top choice for a pick-me-up during difficult times.
Brand Refresh & Packaging
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Knowing that people deal with many stresses we decided to create a Hug In A Mug line of products that would help the consumer relieve their daily stress. We choose some of the most stressful topics that people encounter and created packaging relating to that problem.
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Along with the package redesign, we created convenient travel packets to take the hot chocolate on the go with you. On these packets, we put some of the common stresses that people deal with, so when people are feeling the stress listed they know that they can turn to the drink to cheer them up.
Product Extension
We felt that just rebranding them wasn't enough so we introduced a new product line for them. We created mug cakes because we found that the number of people baking was on the rise, and with mug cakes, it can be a nice personal indulgence to enjoy when you don't want a warm beverage.
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Product Merchandise
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To promote the hug in a mug campaign, my team and I recommended creating a line of limited edition positivity mugs. These mugs would feature a negative message that disappears when heated, leaving only an uplifting message. To further promote the campaign and the mugs, we proposed our client send the mugs and some hot chocolate to late-night talk show hosts and sponsor a segment where the hosts would deliver the news with a positive spin. After the segment, viewers would be encouraged to visit our client's website where the mugs would be available for purchase for a limited time and they could explore Swiss Misses other offerings. Our main objective of selling these mugs online was to drive traffic to the Swiss Miss website and inform visitors about the campaign.
Greeting Cards
To help promote the Swiss Miss brand as a feel-good treat we have introduced a line of Swiss Miss greeting cards. These cards include a heartfelt message on the outside and on the inside includes an uplifting fact and a packet of Swiss Miss.
Social Media
YouTube
The world can be a stressful place, especially when inundated with negative news on a regular basis. This can be quite overwhelming for many individuals. Sometimes, all people need is a break and a bit of positivity in their lives. To help counteract all of the negativity that people experience daily, we have created the "Nice News Reports" - brief, uplifting facts aimed at brightening people's days. These reports were aimed to enhance Swiss Miss's positive image and were made to be featured before YouTube videos and during news segments commercial breaks.
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When individuals experience sadness, they frequently seek comfort in social media by sharing their emotions. With this in mind, we set out to devise a method for spreading happiness online and brightening someone's day. As a result, we introduced sponsored Instagram stories by Swiss Miss that users could share with others to spread joy. These stories also contained digital coupons for Swiss Miss, allowing individuals to show support and love to friends or family members who may be feeling down.
Web
With the prevalence of overwhelming negativity found on the internet, my team and I sought to create a source of positivity for individuals browsing online, in order to counteract the negative content. To achieve this, my team and I designed a Google Chrome extension, which could be downloaded directly from the Swiss Miss website. This extension functioned by displaying an uplifting fact every time a new tab was opened on Google Chrome.
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The Team:
Rachel Sherman (ST), Shelby Bass (AD), Mila Wizel (AD), Kelley Barrett (CW), Ynes Bouck (XD)