The document outlines a marketing campaign created by Clearcase Agency to promote Swiss Miss Hot Cocoa Mix. The campaign's big idea is "Instant Quality Time" and aims to show how Swiss Miss provides a convenient way for busy families and professionals to connect with loved ones. The target audience is women ages 25-49 who live hectic lives as mothers and professionals and need quick options to enjoy quality time.

2. Table of Contents & Summary
Table of Contents Executive Summary
1
Swiss Miss Hot Cocoa Mix is an instant hot chocolate
mix owned by ConAgra Brands. For more than 50
years, Swiss Miss has been created with farm fresh milk
and packaged in the United States. The mission for this
advertising campaign is to emphasize the fact that
Swiss Miss is a convenient, calorie worthy way to spend
time with loved ones. Our big idea, “Instant Quality
Time,” focuses on that idea because Swiss Miss offers
an opportunity to make memories with the people you
love most. This is important because our target market,
On-the-Go Givers, consists of women ages 25-49 who
live hectic lives as professionals and mothers and rarely
have time to stop and enjoy life’s simple moments.
Through a variety of magazine, newspaper, online and
television advertisements, we will appeal to our specific
target market and convince them that Swiss Miss Hot
Cocoa Mix is a low calorie treat that is made to be
shared with loved ones.
1- Executive Summary
2- Agency Identity
3- History
4- Environmental Analysis
6- Competitor Analysis
7- SWOT Analysis
8- Objectives & Budget
9- Research
10- Brand Value Proposition
11- Target Market
12- Campaign Strategy
13- The Big Idea
14- Creative Strategy
15- Creative Executions
17- Creative Testing
18- Media Objectives & Strategy
19- Media Mix
23- Media Schedule & Budget
24- Brand Activation
26- Evaluation
27- Appendices
28- Creative Brief
29- Agency Profiles
32- References

3. Agency Identity
At Clearcase Agency, we are dedicated to creating the best
solutions in advertising and marketing communications. Our
six associates strive to provide the best possible campaigns for
all industries. We give our clients clear, thoughtful ideas that
align with their beliefs and emphasize our commitment to
remaining transparent and insightful. The teamwork that
comes from Clearcase Agency has proven to be effective
through extensive research and communication, Our goal is
to give our clients exactly what they’re looking to accomplish
with clear, successful campaigns.
2
Clear Communication
Effective Research
SMART Goal Setting
Creative Brainstorming
Strong Execution
Insightful Evaluation

4. History
Early 1950s
Early 1960s
1962
1963
Late 1960s
Sanna Dairies in Wisconsin began creating an “instant cocoa mix” while
manufacturing instant dry milk. It was originally served on airplanes.
Swiss Miss is sold to grocers as “Swiss Miss Instant Cocoa Mix.”
Swiss Miss debuts their first packaging design, featuring an “old world”
aesthetic, with decorative flowers and an old calligraphy typeface.
Swiss Miss begins selling Swiss Miss Dolls as part of their marketing strategy.
Beatrice Foods buys Sanna Dairies.
Early 1970s
1986
1990
2006
2010
Swiss Miss introduces a Claymation doll to star in advertisements.
Swiss Miss updates their packaging by using a light blue image of the Swiss Alps and a
new logotype with slightly arched capital letters.
ConAgra Foods buys Beatrice Foods.
Wallace Church updates Swiss Miss logo to include a blue background.
Swiss Miss introduces its current packaging and the “Marshmallow Madness” flavor.
3

5. Environmental Analysis
Sociocultural Forces
Technological Forces
Consumers today are always on the go and continue to choose items that are convenient for
their fast-paced lifestyles. For a family that is overwhelmed by hectic schedules including work,
clubs and other activities, Swiss Miss provides the opportunity to come together and spend time
with one another. Social media can often get in the way of family time and Swiss Miss can be
used to help families come together without distractions. The instant cocoa mix is perfect for a
fast-paced family, and allows for more time to be spent with one another.
4
Over the past few years, Keurig Cup single brewing machines have become increasingly popular.
As this technology has become more widely available, the immediacy of Keurig Cups have made
it even easier to make hot cocoa. Swiss Miss can increase their hot cocoa sales to the market of
Keurig Cup users by leveraging Keurig Cups as an easier alternative to the original packets.
Competitors who offer mocha drinks, such as Starbucks and Dunkin’ Donuts, are fulfilling the
chocolate fix that hot cocoa provides for customers. The advancement of the Keurig Cup allows
Swiss Miss to pull away from their competitors who are offering replacements for hot cocoa.

6. Environmental Analysis
Competitive Forces
Economic Forces
For more than 50 years, Swiss Miss has been making a blend with real milk that is conveniently
packaged in individual slips. Over time, the instant hot cocoa mixes have seen a lot of
competition from different types of instant cocoa mixes. Its major competitors are Nestle Hot
Chocolate, Ghirardelli Hot Cocoa and Starbucks Hot Cocoa Mix. Swiss Miss’ packaging gives it a
competitive advantage over other brands that package their products in bulk or using a syrup
base because the individual powder slips are easier to dispose of and more convenient.
In 2015, the import for chocolate reached an all-time high of 7.1 million tons. This demand was
caused by a surge in the production of chocolate and lead to a 40% price increase. As a result,
people have looked for alternatives to try and find a replacement for cocoa to satisfy this
enormous demand. Scientists have found that wild mangoes could potentially serve as a
substitute for cocoa butter. These scientists have reported similarities between mangoes and
cocoa butter in terms of the light colored fat and fatty acids. For Swiss Miss, this replacement for
cocoa could be just what they need to steadily provide their customers’ with their classic,
nostalgic, instant hot cocoa.
5

7. Competitor Analysis
• Strong brand loyalty
• Strong brand recognition
• Highly diversified company
with many resources
• Controversy over cocoa
bean/child labor issues
• High cost for launching new
brands
• Poor social media presence
Strengths
Weaknesses
• Strong brand equity
• Loyal customers
• Excellent customer service
• Expensive
• Products not easily accessible
• Limited flavors
Strengths
Weaknesses
• Strong brand loyalty
• Regarded as high quality
• Higher percentage of cacao
used in recipe
• Expensive
• Weak advertising
• Limited flavors
Strengths
Weaknesses
6

8. SWOT Analysis
Strengths Weaknesses
Opportunities Threats
7
• Variety of flavors
• Recognizable brand/packaging
• Versatile for many different recipes
• Popular among children
• Associated with winter
• Easy to prepare
• Low price point
• 50 Calorie light products
• Gluten-free
• Growing number of competitors
• Caffeinated hot beverages are preferred
• Consumer perception that hot chocolate
is unhealthy
• Considered seasonal
• Considered a treat for special occasions
• Non-caffeinated
• High in sugar
• Viewed as unhealthy
• Small market
• Hot chocolate is not in high demand
• Keurig Cup
• Additional limited edition holiday line
• Holiday season approaching

9. Objectives & Budget
Marketing Objectives
In a 5 month long marketing campaign we will
increase overall sales of Swiss Miss Hot Cocoa Mix by
7%. This will be achieved by emphasizing that Swiss Miss
provides an opportunity to connect with loved ones.
Advertising Objectives
Within our target market of women ages 25-49,
Clearcase Agency will achieve an 85% comprehension
rate and a 70% conviction rate. This means that 85% of
our target market will understand our advertising
message and 70% will find value in our message and
intend to buy Swiss Miss Hot Cocoa Mix. We will
achieve an effective reach of 85% with an effective
frequency of 4. This means that our advertising
message will reach 85% of the target market with a
minimum frequency of 4 times per person.
Time Frame
The advertising campaign will run for 5 months,
beginning in October 2017 and ending in February
2018. Advertising will be light from October
through mid-November, heavy from mid-
November through mid-January and light again
from mid-January through February.
Budget Summary
Clearcase Agency was given a
media budget of $12 million to
distribute accordingly. The strategic
allocation of the budget can be seen
in the accompanying pie chart.
8
Television Magazine Internet
Newspaper Production
7.7%
17.3%
5%
30%
40%

10. Research
Research Objectives
• Determine overall awareness of Swiss Miss within our target audience.
• Determine how Swiss Miss stands out from other brands.
• Understand our target, including their demographic, psychographic and behavioristic information.
• Discover how members of our target audience consume Swiss Miss.
• Uncover the reasons that are keeping our target audience from choosing Swiss Miss.
Exploratory Research
To gain insight on the company’s background,
strengths, weaknesses and even the type of
people that were interacting with Swiss Miss, our
team went through Swiss Miss’ website,
Facebook, Twitter and reviews on Amazon. In
doing so, we discovered many advantages and
disadvantages our company has in this market.
Some of these being that Swiss Miss has strong
brand loyalty, and consumers easily recognize
the blue packaging. One disadvantage we
learned was that people generally view hot
chocolate as unhealthy. We determined that
the primary audience who is interacting with
Swiss Miss consists of early to middle-aged
women ages 25 to 49. Generally, these women
are passionate caregivers that live in suburban
areas with busy schedules that barely leave time
for themselves, thus we came up with the name
“The On-the-Go Givers” to represent our primary
audience.
Primary Research
For our primary research, we conducted a
survey that received 207 responses. 196 of
these were females ranging in the age of 25 to
64. More than half of those women were
married with children. Nearly 85% of the
respondents said they consume hot chocolate
and 86% said they identify Swiss Miss as their
brand of choice. When asked what they
associate hot chocolate with, many of the
respondents used words such as ‘family’,
‘memories of childhood’, and ‘my kids’. It was
clear that hot chocolate was a sweet treat
that evoked feelings of nostalgia for these
women. When asked what would motivate
them to consume more hot chocolate, women
responded saying, ‘if it had fewer calories’, ‘if it
didn’t make me fat’, and ‘if there was no sugar
added.’ Through our campaign we need to
emphasize that the nostalgia outweighs the
negative health perceptions.
9

11. Brand Value Proposition
Functional Benefits
Emotional Benefits
Swiss Miss Hot Cocoa is an instant hot chocolate mix. Customers can choose from 11 different flavors including
Light and No Sugar Added. Swiss Miss Hot Cocoa is available in most grocery stores and it is affordable. Swiss Miss
Hot Cocoa is a convenient option for consumers who do not have the time or resources to make their own hot
chocolate. Swiss Miss Hot Cocoa quenches thirst and warms up consumers.
Swiss Miss has been a staple in combating the winter chills for decades. Our customers will be transported to their
childhood as they sink into the enveloping warmth and nostalgic flavor of Swiss Miss Hot Chocolate. Our product
instantly creates quality time whether it’s between siblings or across generations, and our consumers value those
connections. Swiss Miss warms your body and your heart.
Self-Expressive Benefits
10
Those who enjoy Swiss Miss are people who are on the go but enjoy quality. We provide a quick yet delicious
warm beverage that brings families together, and our consumers know that; Swiss Miss Hot Chocolate customers
know quality when they see it. When people see the iconic box, they know they will have a quick, easy, and
flavorful drink.

12. Target Market
Meet Allison
Allison is a 49-year-old account
manager from the suburbs of
New York. A wife and a mother,
she has twin sons currently
enrolled in college. Allison is a
dedicated mother and would do
anything for her sons. On the
weekends she and her husband
frequently commute to their
sons’ lacrosse games to support
them in every way. From setting
up a food stand to handling
apparel, Allison is very involved in
her sons’ lives and loves to help
out every way she can. That is
why she purchases Swiss Miss to
keep the fans of the game
warm.
11
Caroline is a 26-year-old theatre
studies student at Columbia
University. Caroline currently lives
in New York with her fiancé
Michael. Their busy schedules
rarely leave time for them to
relax. When they’re not studying,
Caroline and Michael enjoy
visiting the local coffee shop
where they met, sharing their
love for hot chocolate. That’s
why Caroline loves to pack a
warm carrier of Swiss Miss for her
husband-to-be whenever they
part in the morning on a cold
day. It is a memory of the love of
her life and it is something
special they will always share.
Meet Jane Meet Caroline
Jane is a 32-year-old stay-at-
home mom. Many of her
activities revolve around her
family. From cooking meals for
her husband, to picking up her
son Carter after school, Jane is
always putting in a little extra
love. When she is not taking care
of her family, Jane enjoys walking
her dog Roscoe in the park or
attending her Tuesday yoga
sessions. One of her favorite
memories of childhood is sharing
Swiss Miss with her mom while
watching a movie on a cold
winter night. That is why Jane
loves to buy the family hot coco
for those cold, snuggly nights.
Primary: Women Ages 25-49
“The On-The-Go-Givers”

13. Campaign Strategy
The Challenge
The Key Insight
The Brand Promise
Although Swiss Miss is a very recognizable brand, instant hot cocoa mixes are generally associated with
seasonality, high calories and unhealthy additives. Our challenge is to convince consumers that Swiss Miss is not
just a seasonal beverage packed with sugar, but a chance to connect with loved ones by drinking Swiss Miss.
“The On-the-Go Givers” are women who live busy lives as mothers, wives and professionals. When it comes to
Swiss Miss Hot Cocoa Mix, they mostly drink it with their children or significant others in colder months. We will
focus on the nostalgia associated with drinking Swiss Miss and position the product as a calorie worthy way to
make memories and spend time with the people you love most.
Swiss Miss Hot Cocoa Mix offers a quick and convenient way to connect with loved ones.
12

14. The Big Idea
Instant
Quality Time
13

15. Creative Strategy
Creative Strategy
Art Direction
Copywriting
At Clearcase Agency, we wanted to connect our advertisements to our target audience by their familiarity with
technology and the concept of “Instant quality time.” Since smartphone technology is all about receiving
messages instantly, we wanted to show how loved ones can come together “instantly” and enjoy Swiss Miss
together.
The design elements we chose to incorporate all have a similar look and feel. The cups of hot cocoa will be
displayed to showcase the product and the different flavors that Swiss Miss offers. Our research showed that
most Swiss Miss drinkers are reminded of cold winter days and cozy fires. For this reason, we chose a wood
background for our ads to showcase that cozy feel. The smartphone conversation and packaging were
consistent elements in each of the advertisements.
Each advertisement displays copy that is unique to the specific flavor of Swiss Miss Hot Cocoa Mix that our ads
portray (Milk Chocolate, Light, Rich Chocolate and Marshmallow Lovers). Our copy explains how difficult it can
be to spend time with loved ones, and how Swiss Miss can help with that. We also added our big idea, “Instant
Quality Time,” above the information in a color that stands out against the background of the ads. As part of
our copy, we include a call to action that encourages our audience to purchase Swiss Miss at their local
supermarket or visit the Swiss Miss website.
14

16. Print Executions
Full Page, 4-Color Magazine Advertisements
15

17. FSI & Online Executions
Animated
Banner Ad
Online Boomerang
Ad for Pinterest
Full Page Free-
Standing Insert
(FSI)
16

18. Video Execution & Creative Testing
Creative Testing
Instant Quality Time
30 Seconds
17
We strategically tested our ads with women ages 25-49 and received valuable feedback. Multiple respondents
said that our magazine ads should have two cups rather than one because it is more clear that two people are
sharing Swiss Miss together. Others really loved the different colors that corresponded with the variety of flavors.
They also complemented on the consistency of our ads across all executions. One critique that caught our
attention was that of a respondent said, “the conversation between Billy and his mom was too corny and
unrealistic” so we adjusted the conversation to seem more authentic. All of the women who viewed our ads
understood the concept that we were positioning Swiss Miss as a way to spend time with family.
1) Josie, a 30 year old mother, is staying late at work. 2) Josie texts Mark to let him know she will be home late.
3) Mark reads the text and is sad his mom will miss dinner. 4) Audience views texts up close.
5) Mark starts to make Swiss Miss Hot Cocoa for his mom. 6) Josie walks into the kitchen and is surprised by Mark.
7) Josie sits down and shares her Swiss Miss with Mark. 8) Narrator: “In 10 minutes or less, you can enjoy classic hot chocolate with
the classics in your life. Pick up Swiss Miss at your local supermarket today.”
1 2 3 4
5 6 7 8

19. Media Objectives & Strategies
Media Objectives
Media Strategies
Target Market: Our target market consists of women between the ages of 25 and 49. Generally these women are hard-
working, enthusiastic, and caring, with little time for themselves, hence the name “On-the-go givers”. This target market
consists of women who appreciate family time and would give anything to feel the love of the ones they care about most.
Within this age range, we hope to target mothers who associate hot chocolate with memories of their children. We want them
to reminisce about watching their son’s lacrosse game with a cup of warm hot cocoa or helping their children open presents
on a holiday morning. We also want to target younger women who may not have children of their own yet, but still value
family and connect those feelings with hot cocoa.
Geographic Placement: Our campaign will reach audiences both regionally and nationally across the United States. Different
media executions will reach a national audience such as our magazine, Internet and television executions, while our free-
standing inserts will be based in the Northeast where it is colder in the winter.
Message Weight: Our message saturation will be much heavier in colder climates such as the Northeast, and will be targeted
to outlets that are consistent to our target market.
Reach & Frequency: Clearcase Agency aims to achieve an effective reach of 85% and an effective frequency of 4.
Continuity: Hot Cocoa is generally consumed during fall/winter when the weather is colder. Our agency will therefore go with
a flighting campaign. In other words, we will slowly increase our advertising as we lead up to the winter season and slowly
decrease our advertising as we transition to warmer weather. We plan to emphasize Swiss Miss Hot Cocoa Mix from October
through February and our advertising efforts will be most heavy from mid-November through mid-January.
Media Dimension:
Print- (3) Magazine 8.5”x11” 4-Color with bleed Television- (1) 30 second commercial
Online- (1) 1 second Boomerang video, (1) Banner 468x60 pixels Free Standing Insert- (1) 8.5”x11” 4-Color with bleed
18

20. Media Mix: Magazines
People Circulation: 3,418,555
Better Homes and Gardens Circulation: 7,645,364
People is a print publication that contains insightful, compassionate and entertaining coverage of
the most intriguing people in our culture. From extraordinary people doing the ordinary, to ordinary
people caught up in extraordinary circumstances, People magazine covers it all. By revealing the
human side to every story, People connects readers to their world. 93% of the readers are women
with an average age of 46. Placing our ads in People would help consumers make an emotional
connection with our products.
Family Circle Circulation: 4,056,154
Better Homes and Gardens is a print magazine for women that provides information and ideas on
how a woman can make their lives better through a number of topics, including: home design and
decorating, food and appliances, family health, personal style, and entertaining. With 80.2% of its
readers being women, a great portion of our target market would be reached. Putting our ads in
Better Homes and Gardens would place our product with the stylistic choices of the modern women
in today's society.
Family Circle celebrates today's family and the women at its center. This magazine presents ideas
and advice for raising happy and healthy kids, creating a comfortable home, promoting everyday
wellness, nurturing rewarding relationships, and having fun. Family Circle has a large circulation with
90.5% of its readers being women. It represents the strong connection that women have with their
family, friends, and community. Family Circle would be a great place to emphasize Swiss Miss’ ability
to bring people together and create memories that will last forever.
19

21. Media Mix: Online
Facebook
Pinterest
Amazon.com
Facebook is most popular amongst adults in America, especially women. More than
77% of women are active Facebook users. According to data collected by the Pew
Research Center, 79% of women ages 30-49 use Facebook regularly. Facebook
already reaches a broad audience, and it will be a vital tool for our advertising
because it is the primary social media platform used by our target market.
Pinterest allows users to upload, save, manage, and sort images that pertain to their
interests. ExpandedRamblings.com reports that about 85% of these users are females.
We plan to use Pinterest to sponsor pins for Swiss Miss Hot Cocoa recipes. Advertising
the versatility of Swiss Miss Hot Cocoa Mix will communicate to our target audience,
women 25-44, that Swiss Miss can be used for many different recipes.
20
Amazon is a global online retailer where consumers can purchase just about
anything. According to a 2015 Survata study, 44% of all consumers start their product
search via Amazon.com. During the holiday/winter season, while many are shopping
for the right holiday gift, Swiss Miss Hot Cocoa will be placed at the top of the
Amazon.com website. The placement makes shoppers aware that Swiss Miss is
offered online, and also emphasizes that it is a great addition to any holiday party.

22. Media Mix: Television
The Middle
The Middle is a family based show about a middle-class American family. It has approximately 8
million viewers, and it addresses the struggles of a middle-class American family in a humorous
way. As such, the show attracts an audience of all demographics. Mostly, however, the show
attracts families. Many parents, particularly mothers, enjoy the show. This audience is exactly
what we are hoping to reach, so it makes sense for us to place our commercial during this show.
21
The Big Bang Theory
The Big Bang Theory is a show that attracts family audiences due to its humor. It has
approximately 19 million viewers, making it one of the top watched shows in America. Not only
does it have a broad appeal, it also targets audiences between the ages of 20 and 40. Because
this show features characters that are in that age range and situations that are relatable to
those people, it is a good choice for our advertisements. In addition, this show has a broad
enough appeal to access the women we are looking to reach.
Modern Family
Modern Family, reaches out to a multitude of different types of people. It has approximately 10
million viewers from various demographics. The show has a very diverse cast of characters that
can resonate with many different forms of family, not just the traditional family that we have
primarily been able to reach. By targeting viewers of the show, we hope to branch out our
brand recognition to all families and ultimately convince them to buy more Swiss Miss.

23. Media Mix: Newspaper
According to ReachInfluence.com, 80.6% of U.S. consumers use coupons regularly. In addition, 78% of
women ages 25-49 reported finding coupons in print mediums such as newspapers. We will use $920,000 for
one full-page Free-Standing Insert (FSI) in 46,000,000 newspapers nationwide. We have chosen to run the FSI
in the New York Times because The New York Times is available regionally as well as nationally and it is a
popular newspaper for our target audience, especially on Sundays. We will schedule the FSI to run two
weeks before Christmas to encourage consumers to purchase Swiss Miss for gatherings during the holiday
season. FSIs maximize consumer attention and awareness. Advertising in this media platform will help us
reach women in our target market who buy newspapers every week and clip coupons.
22
The New York Times Circulation: 1,105,573 (Sundays)

24. Media Schedule & Budget
23

25. Brand Activation
#1: Quality Time in Times Square
#2: Winter on Wheels
Our first brand activation technique is called “Quality Time in Times Square.” The goal is to further convey our brand
position as the go-to quick and easy family brand. We will have a large “phone” display in Time Square on which passers
by can video chat with family or friends who are not with them in NYC. The screen will display the location of the call to
show the scope of our ability to bring families together. At the event, we will also promote our hashtag
#InstantQualityTime and have a kiosk to serve Swiss Miss hot chocolate. We will share some of the calls and promote our
event on our social media pages.
Our second brand activation will be “Winter on Wheels,” The concept is to bring winter to warmer areas of the U.S. to try
and help make our brand relevant in warm climates. The “mobile winter” will consist of a truck to make fake snow and
an inflatable snow globe that families will have the chance to take photos inside of, creating the illusion of winter as a
backdrop. We will also have a tent set up in front of our truck with a hot chocolate bar as well as fake snow. All
attendees will be given a commemorative Swiss Miss mug to drink Swiss Miss Hot Cocoa from in the future. This tour will
stop at 15 large cities across the United States. We will again be promoting our hashtag, #InstantQualityTime, and share
the experience on social media platforms followed by our target market such as Instagram and Facebook.
24
Chatting with Ithaca, NY

26. Brand Activation
#3: Instant Quality Time with Swiss Miss Sweepstakes
25
Our third brand activation idea will be called “Instant Quality Time with Swiss Miss Sweepstakes.” Most of our respondents said
they drank hot cocoa at their children’s sports games so we would like to incorporate sports in our campaign. For this idea, we
will partner with large university football teams to sponsor a sweepstakes. Upon entering the stadium for these college football
games, attendees will be asked to fill out their information to be filmed by our “Family Cam.” The camera will capture moments
during the game where families and friends are spending time together. During the game, we will do instant replays of these
family moments and those captured on screen will be entered to win a family trip to the Super Bowl. The next 50 people will
receive an “Instant Quality Time” Swiss Miss Hot Chocolate crock pot to prepare Swiss Miss as well as materials to host a Swiss
Miss Super Bowl viewing party.
Family Cam

27. Evaluation
26
The goals of our campaign are to increase
comprehension by 85%, increase conviction by 70%,
and increase sales by 7%. We predict that we will be
able to achieve these objectives by strategically
placing our advertisements in the appropriate media
vehicles and brand activation tactics. The table and
graphs below outline the expected progress we’ve
predicted, for comprehension, conviction, and sales as
a result of this campaign.

28. Appendices
27

29. Creative Brief
28
Creative Brief: Swiss Miss Hot Cocoa Mix
Objectives
Our objective for this campaign is to increase the overall sales of Swiss Miss Hot
Cocoa Mix by 7%. We will evaluate the campaign as successful if we achieve
an 85% comprehension rate and a 70% conviction rate. Our goal is to obtain an
effective reach of 85% and an effective frequency of 4.
Target Market
The ad campaign will target The On-the-Go Givers, or women between the
ages of 25 and 49 who are passionate caregivers that live in suburban areas
and have busy schedules.
Advertising Problem
Through our research, we found that many women in our target market did not
choose to drink hot chocolate regularly because it was viewed as high in
calories, and contained a lot of sugar as well as other unhealthy additives. We
also found that most women in our target audience associate Swiss Miss with
family, memories of childhood, and their children. The existing advertisements for
Swiss Miss Hot Cocoa Mix communicate that Swiss Miss is a way for women to
treat themselves. This message does not address that our On-the-Go Givers live
hectic lives and often spend more time caring for others than themselves. We
will solve this problem by positioning Swiss Miss not only as a calorie worthy way
for women to treat themselves, but also as a convenient way to spend quality
time with friends and family.
Underlying Emotional Need
Many On-the Go Givers look forward to making memories with people they love
but cannot always take the time out of their busy schedules to do so. With
limited free time, these women are seeking convenient ways to connect with
others while balancing their other responsibilities.
Key Message
Swiss Miss Hot Cocoa Mix offers a quick and convenient way to connect with
loved ones.
Mandatories
Swiss Miss logo, Swiss Miss Packaging, Call to Action

30. Agency Profiles
Kristen Andrews is a sophomore Integrated Marketing and
Communications major at IC, with a minor in Accounting. Born and
raised in Vermont, her favorite time to drink Swiss Miss hot chocolate
is after a long day skiing on the slopes. On campus she is involved in
the American Marketing Association and Club Field Hockey. Her
course load for the current semester includes Advertising, Legal
Environment of Business, Public Relations, Financial Accounting, and
the Studies of Shakespeare. For the Spring 2017 semester, she plans
to study abroad in Barcelona, Spain to expand her knowledge of
marketing in a different culture.
29
Trenton Firster is a sophomore Integrated Marketing
Communications major from Rochester, NY. Trenton has memories
of his mother making Swiss Miss for him and his dad after hours of
shoveling snow and playing outside. At Ithaca, he pursues music as
a passionate hobby, and focuses on excelling in his school work. He
hopes to someday work for a PR firm managing accounts and
designing engagement programs.

31. Agency Profiles
30
Jhonny Perez is a junior Integrated Marketing Communications
major at Ithaca College. Born and raised in New York City,
Jhonny remembers drinking Swiss Miss hot chocolate as a kid
after sledding in Central Park with his family. At IC, he is involved
in Students Today Alumni Tomorrow and serves as a Peer Career
Advisor at the Office of Career Services. He is passionate about
sports, traveling, and exploring exotic foods. During the Spring
2017 semester, Jhonny will be studying abroad in Dublin, Ireland.
Evan Stein is a senior Integrated Marketing Communications
major at Ithaca College, expected to graduate in 2017. He’s
currently employed as the audio department manager at Well
Said Media, located in downtown Ithaca. His music and graphic
work have been featured in the popular culture and music
magazine, The FADER. Previously, Evan spent an extended
period of time living in London, England while working at Blurb, a
Music PR firm. His hobbies include producing music, collecting
vinyl, and graphic design.

32. Agency Profiles
31
Melissa Symanski is a junior Communications Management and
Design major with minors in Integrated Marketing Communications
and Business. Melissa grew up drinking Swiss Miss hot chocolate
after long days of playing out in the snow with her three siblings.
Outside of classes, Melissa is involved in the American Marketing
Association and IC Project Generations. She is passionate about
movies, food and travel. For the past year and a half, Melissa has
been working as a Marketing Intern for BorgWarner Morse Systems
Ithaca and she plans to continue on there for the Spring 2017
semester.
Madelyn Turkington is a junior Integrated Marketing Communications
major at Ithaca College. She has a strong background in the arts and
transferred to Ithaca from the Savannah College of Art and Design her
freshman year. She hopes to follow in her mom’s footsteps with a career
in marketing. Maddy has lived in southeastern Michigan her whole life
and absolutely loves it there. She remembers drinking Swiss Miss hot
chocolate after sledding with her brother in the snow. Her interests
include photography, travel, and being outdoors. Maddy will be
spending the Spring 2017 semester studying abroad in New Zealand. In
the future, she hopes that she will have a job in the marketing/
advertising field that combines her love of photography and travel.

33. References
32
• Better Homes and Gardens. (n.d.). Retrieved November 25, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/
datacard/show/10908
• Berlinger, Joshua. (2016, September 5). Retrieved November 30, 2016 from http://www.cnn.com/2016/09/04/health/chocolate-
shortage-mangoes/
• Carter, Brandon. (2016, September 2). Retrieved November 30, 2016 from http://blog.accessdevelopment.com/ultimate-
collection-coupon-statistics
• Duggan, Maeve. (2015, August 19). The demographics of social media users. Retrieved November 20, 2016 from http://
www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
• Ghirardelli Hot Cocoa. (n.d.). Retrieved October 17, 2016 from https://www.ghirardelli.com/shop-1/bulk-professional/hot-
cocoa-mix-cases.html#mEmc1BjkYdT0BfPd.97
• Gura, David. (2013, October 23). Retrieved November 25, 2016 from http://www.marketplace.org/2013/10/29/economy/
chocolate-lovers-beware-cocoa-prices-near-record-highs
• Family Circle. (n.d.). Retrieved November 25, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/show/
10911
• Marvin, Ginny. (2015, October 8). Amazon is the starting point for 44% of consumers searching for products. Retrieved
November 23, 2016 from http://marketingland.com/amazon-is-the-starting-point-for-44-percent-of-consumers-searching-for-
products-is-search-losing-then-145647
• Nestle Hot Cocoa Mix. (n.d.). Retrieved October 17, 2016 from http://www.nestleusa.com/brands/drinks/nestle-hot-cocoa-mix
• O’Neil Bellomo, Rheanna. (2016, January 15). Retrieved November 30, 2016 from http://www.delish.com/food-news/a45573/
cocoa-shortage-could-limit-world-chocolate-supply/
• People. (n.d.). Retrieved November 25, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/show/10909
• Smith, Craig. (2016, November 17.) Pinterest statistics and facts. Retrieved November 23, 2016 from http://
expandedramblings.com/index.php/pinterest-stats/
• Starbucks Hot Cocoa Mix. (n.d.). Retrieved October 17, 2016 from https://www.starbucks.com/
• Swiss Miss Brand History. (2011, August 12). Retrieved October 15, 2016 from http://brandingsource.blogspot.com/2011/08/swiss-
miss-brand-history.html
• Swiss Miss Hot Cocoa Mix. (n.d.). Retrieved October 15, 2016 from http://www.swissmiss.com/
• The New York Times. (n.d.). Retrieved November 30, 2016 from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp/datacard/
show/10979/0