McVitie's Sweeet: A sweet solution to the masterbrand challenge

This case study details how McVitie's, the biscuit brand, united its portfolio of individual products in the UK under a unified master brand.

McVitie's Sweeet: A sweet solution to the masterbrand challenge

Daniel Sherrard

Campaign details

Client: United BiscuitsAgency: Grey LondonBrand: McVitie's

Summary

In 2013 McVitie's was a familiar if unexciting household name, fondly remembered and vaguely attached to a disparate collection of product brands.

Fast forward to 2015 and McVitie's is a thriving Masterbrand with a fame-driving campaign that's seeing business success across its portfolio of product brands.

The transformation has been remarkable. And it's been achieved through the determined pursuit of Focus, Emotion & Fame for McVitie's; a brand previously divided by 22 individual product brands...

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