Swiss Miss is a popular hot chocolate brand with a loyal following and an iconic image; while seemingly absent in mainstream media, it is heavily present in grocery stores and thus part of the everyday experience for American families. The strategy was to position Swiss Miss as a premium, high-end hot chocolate company while maintaining their family-friendly marketing through a captivating, classic illustration style. The color of the mugs in each print ad are intentionally color-coordinated with the mugs on the packaging as a way to connect with consumers and bring the product to life.