If you’re a bloke and you get the urge to sing along to a power ballad in public just go with it, McCoy’s says. The UK’s leading crisp brand is urging men to break the traditional ‘man rules’ and unleash their true selves as part of a new campaign.
McCoy’s new “Go bold” campaign, created by BMB, presents a repositioning of McCoy’s and a move away from its previous “Man Crisps” messaging extolling traditional notions of masculine behaviour. McCoy’s appreciates that the model for real men has changed and the brand is changing with it.
The new campaign features an online ad showing a plumber in his car on his daily rounds singing his heart out to Ella Henderson’s chart-topping ballad ‘Ghost’ on the radio.
When he stops at a petrol station and gets a packet of McCoy’s the impulse to sing and dance to the ballad takes over and he puts on the performance of a lifetime – much to the bewilderment of the staff and other customers in the shop.
The online ad is supported by an outdoor campaign, also created by BMB. The outdoor work comprises six headline-led posters emblazoned with rallying cries for men such as: “Go bold. Go enjoy that candlelit bath”; “Go bold. Go order that pinacolada”; and “Go bold. Go double denim.”
BMB, which handles the KP Snacks portfolio excluding McCoy’s, was asked to develop the new campaign while KP Snacks conducts a pitch to find an agency to handle McCoy’s advertising account.
The “Go Bold” campaign will launch on Tuesday, August 25th and will run for three months. The online ad will run on VOD, YouTube and Facebook and the posters will appear nationwide in the UK.
Jeff Swan, Marketing Director for KP Snacks, said: “The real, bold flavours of McCoy’s and this new campaign aims to encourage and inspire people to boldly unleash their true self, their Real McCoy.”
Matt Waller, BMB’s Executive Creative Director, said: “Men have been enjoying ‘car-aoke’ since forever. Now with a little nudge from McCoy’s, they’re going to go large.”