Swiss Miss - Brand Refresh
Swiss Miss has a long history of being a wintertime treat. However, due to its classic nature and association with the wintertime, the brand has stagnated. In order to bring new life and excitement to the brand, we knew that we had to reposition Swiss Miss as a wholesome year-round treat. We would achieve this through the creation of our campaign that we called Hug In A Mug. This campaign was designed to promote Swiss Miss as a year-round pick-me-up treat that adults can turn to for relaxation for when the day gets tough. My role involved doing comprehensive research into the brand, the hot chocolate category trends and issues, the cocoa industry trend, Swiss Miss's competitors, the competitive landscape, the industry life cycle, the economy, and health concerns about chocolate and cocoa. I was also responsible for creating and briefing my team, creation of target persona, development of strategy and strategic recommendations, and oversaw and lead the team.
- Project Roles
- Content Strategist, Project Manager, Strategist
- Swiss Miss
- Brand Management, Brand Strategy, Creative Research, Project Management, Research, Strategy, User Research, Trend Analysis
- Advertising, Brand Guidelines, Brand Identity, Branded Content, Branding, Briefs, Product Designs
- Project Industries