<Advertising Creative> in Seoul Women’s University, 2020
Hot Choco Mitte
This project, part of an <Advertising Creative> course, involved selecting a brand and proposing a new season's advertising campaign. The chosen brand was 'Hot Choco Mitte,' a popular hot chocolate brand in Korea, renowned for its advertising slogan, "Hot Choco Mitte for the cold wind," highlighting themes of family and warmth.
Key elements of the project included an analysis of the brand's situation, competitor analysis, consumer analysis, and SWOT analysis. In the brand analysis, it was noted that Mitte holds about 50% of the market share in the hot chocolate market, while the competitor analysis revealed its position against global brands like Nestle and Swiss Miss. The consumer analysis showed that Mitte's advertisements mainly focused on family-centric content with a humorous twist. The SWOT analysis identified the brand's strengths in its unique advertising strategy centred on family and warmth, while a weakness was its focus on family-oriented advertising, which might not encompass a broader range of consumer demographics. Notably, Swiss Miss's strategy of employing younger models for a more vibrant and youthful image was seen as a potential threat to Mitte, particularly in capturing the MZ generation (Millennials and Gen Z).
Based on these analyses, the project proposed creating advertisements aimed at forming a connection with new consumer segments. There was a particular focus on leveraging the increase in smartphone usage and the popularity of the home café culture to enhance online activation and promotional activities.
A survey targeting women in their 20s results showed that Hot Choco Mitte was strongly associated with cold weather and family moments. In comparison, Swiss Miss had established itself in terms of taste. This led to the conclusion that there was a need for an advertising strategy to elevate consumer awareness about the variety of flavours offered by Mitte.
As a result, the current major print advertisements and video advertisements were developed. Mitte's recipe event posters and promotions targeting the MZ generation were planned to secure the MZ generation consumer base and activate Mitte's official SNS with a home cafe as a motif. In addition, in the case of a video advertisement targeting women in their 20s, a storyboard was developed to retain the warm image and child's perspective of the existing Mitte advertisement, but also reflect the Covid-19 situation at the time.
By planning and producing advertisements myself, I was able to learn firsthand that it takes a lot of time and effort to create one advertisement. Additionally, preparing for this project served as an opportunity to think again about the impact of video advertising. In particular, when conducting a survey, when asked about the perception of hot chocolate itself, there was a group of consumers who thought that hot chocolate was just hot chocolate mittee. Through this process, I was able to deepen my understanding of the impact of advertising on consumer perception and behaviour.
Project Outcome
You can see the learning outcome through this file. Unfortunately, only the Korean version is available.