Swiss Miss
TIME FOR A NIGHT IN
Integrated Campaign
Young professionals associate hot chocolate with childhood. They now prefer coffee in the morning
and alcohol sometimes in the evening.
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"Time For a Night In" reminds them of a better way to decompress through digital and outdoor activations.
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“Time For a Night In,” utilizes Twitter keyword replies to urge the viewer to use Swiss Miss to unwind instead of alcohol. The algorithm will respond to Tweets using words such as “hungover” and “drinking,” generating comedic responses about taking it easy and enjoying some hot chocolate. This campaign solves the problem because it reframes Swiss Miss in the consumer’s mind. The comedic replies not only inform the consumer of a new reason to use the product but also create a positive brand association.
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Social Activation
Outdoor Print
Problem
Solution
Print ads will be placed outside of bars and at downtown bus stops to serve as a reminder to young adults that enjoying Swiss Miss is the perfect way to spend a night in after having a little too much fun.
Why this will work...
35%
COMEDY
PURPOSE
LOCATION