Swiss Miss
A Hug in a Mug
Swiss Miss is seen mainly as a comforting wintertime treat, causing its sales slump outside of that season. So, to leverage the drink as a year-round comfort, Swiss Miss will position itself as a remedy for the everyday struggles. Because, if you turn on the TV, go on Twitter, or just look outside, it’s clear that we could all use a hug. In a mug.
(Student work)
Limited-Time Packaging
![](https://freight.cargo.site/t/original/i/1364f9e9e02ac37edac7efed964c0a7ac73273c7fe9d14debfafae110c5a314f/Swiss_Miss_Boxes_CleanBG-1.jpeg)
![](https://freight.cargo.site/t/original/i/84b5af3e07db8521c28baaf380282fa855c9709d567ff1f2d4b26070f755b39f/Screen-Shot-2020-03-23-at-1.38.29-PM.png)
![](https://freight.cargo.site/t/original/i/57a34cd28db37de79537da9153fbc2c708319c6b7c8c55a3c9954c403e62b960/Swiss_Miss_Packets_Love-1.jpeg)
![](https://freight.cargo.site/t/original/i/c0de1a40958435785c5ccc37c44ec005831517d2ba7a3d2f4f4daf8b2515b14f/Screen-Shot-2020-02-16-at-10.59.13-AM.png)
OLV
Radio
Greeting Cards
![](https://freight.cargo.site/t/original/i/2bd8c0da3e9eb025aa7b3c78b489ced28bff221315a8415652ee3fd3334dbe57/Screen-Shot-2020-03-24-at-7.35.01-PM.png)
![](https://freight.cargo.site/t/original/i/64841a8c1b11951d4f133f6cc744b7cdfb041d7b299e3158970120777954ad57/Screen-Shot-2020-03-24-at-7.37.40-PM.png)
![](https://freight.cargo.site/t/original/i/e8f72a62ead63efde899f3800560d3e773d14ba2a40bb1b9b1cc43f28678cda4/Screen-Shot-2020-03-24-at-7.39.01-PM.png)
Earned Media
Public figures have their fair share of rough times. So, Swiss Miss will send them customized mugs to brighten their day. When warm water is added, a happier message is revealed.
![](https://freight.cargo.site/t/original/i/217f307f51bc7aad8bf34f6f448838f0d20ece1644497a9627f9843d901bfb0a/GIF.gif)
![](https://freight.cargo.site/t/original/i/06076aa99392040f4d757c02a0cc26944c4aac6f4c9fd6d585dda27c81b27776/BACHY.gif)
Late Night
Swiss Miss sponsors a “Hug in a Mug” segment where all the news discussed is spun to be incredibly uplifting.
![](https://freight.cargo.site/t/original/i/1da585fb927f240d27325f3f1d586ad7a6679ef4999f6c66b1b1b9d634fc6777/Screen-Shot-2020-03-24-at-7.40.50-PM.png)
Hug in a Mug Cake
Because sometimes hot chocolate doesn’t do it. Sometimes you also need cake.
![](https://freight.cargo.site/t/original/i/b50ab3f25aea69eb5fc81581d4376c72c797954e7b54a6868d9417ac7585235e/mugcake1b-1.png)