This being
one of the snowiest winters in recorded history for Eastern Pennsylvania, I
found it logical to analyze the rhetorical devices used by Swiss Miss to
advertise their hot chocolate, which is surely in high demand this winter. As
much of country is pounded by storm after storm and bitter cold weather, many
adults and children frequently sip on Swiss Miss hot chocolate to warm up after
shoveling the driveway or playing in the snow with friends.
The goal of
every company’s marketing team, including that of Swiss Miss hot chocolate, is
to show that their product is superior to the competitor’s and worth the
consumers’ money. Swiss Miss’ label effectively achieves this goal with its
appealing image of the finished product and an elaborate background.
Though
Swiss Miss only sells packages of the hot chocolate mix that consumers have to
mix in hot water in order to make their hot chocolate, the label displays a
large image of the hot chocolate on the center of the package. Using an image
of the final product was a wise decision by Swiss Miss because it looks a lot
more enticing than a package of cocoa powder. Also, the hot chocolate is
steaming, giving the allusion that hot chocolate made with Swiss Miss is always
warm and delicious.
The brand
name “Swiss Miss” is named after the European country Switzerland, which lies
on top of the Alps and is a hotspot for winter action sports like skiing and
snowboarding. Throughout the background of the label, the hot chocolate is
shown floating high above the Alp mountain range. This image of the mountains
effectively appeals to Swiss Miss’ main target group, which consists of people
that enjoy participating in outdoors activities and would likely need a hot,
refreshing drink to sip on while warming up. Therefore, Swiss Miss’ label is
certainly an effective marketing ploy as it displays the hot chocolate in an
enticing manner and specifically appeals to its main group of prospective
costumers.
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