Ads Offer A Kiss from Swiss Miss

Euro RSCG Tatham replaces a heart with a kiss in its first major effort for Swiss Miss hot cocoa.
In print work breaking Dec. 6 in Parade magazine and Soap Opera Digest and in TV spots breaking in regional markets this month, the Chicago shop has introduced a new tagline, “Warm as a kiss.” Swiss Miss was previously sold under the line, “Warms the heart.”
“We’ve tried to become a little more impactful, a little more memorable and contemporary,” said Flip Block, a Tatham account supervisor.
A 15-second TV spot features winter scenes, such as a boy on a cold bus, a pair of dripping gloves and snow-covered boots, which are juxtaposed with shots of a mother and a boy together indoors, with the boy’s glasses fogged by the cocoa’s steam. “We were going for the kind of emotional feeling cocoa has,” Block said.
The print ad shows a happy mother and child inside on a cold winter’s day. The vintage-styled illustration is meant to stand out.
Dan Carsel, Swiss Miss brand manager for the Fullerton, Calif.-based ConAgra Grocery Products, would not disclose spending. He said the company has been making a greater effort to reach consumers. “It was time to make some noise in this category again,” he said.
Swiss Miss spending has been just below $1 million in the past, according to Competitive Media Reports. K