McCoys targets men with site revamp

Launching on 25 May, the site will position the brand as ‘the first choice snack for men’. The site has been designed by United Biscuits’ digital agency InboxDMG.

McCoy’s is now the third biggest brand in the bagged crisps and snacks market.  Five million packs of McCoys are consumed in the UK each week - equating to 8 packs per second, with nearly a third of all UK households consuming the brand.

Matt Ramsay, Managing Director at InboxDMG, said: ”We’ve created a really exciting brand website for McCoys that will help drive sales by creating awareness and emotional engagement with the brand, as well as highlighting what makes McCoy’s unique and the product’s benefits. And the site will also provide a great new platform to communicate new brand and product news.”

InboxDMG’s website will be designed around an interactive pub environment featuring ambient sound and moving characters, created using stock-frame animation.

A landlord behind the bar interacts with the visitor and introduces them to a ‘Man Guide’.

Users will be invited to enter their manly tips and the best ones will feature in the guide each month with the winner receiving a year’s supply of McCoy’s.

In addition, the site will feature a ‘Man Quiz’ where the users answers ten questions to be scored on ‘how much of a man they are’, which they can then send to a friend.

Users can also play a trivia quiz and a darts game and watch the TV ads. 

As well as highlighting the core range, the site will support an on-pack promo through Wax Communications launching on 24^th May, which offers the chance to win top man gadgets including  iPhones, PS3’s and iPod’s every day and a tailor-made trade promotion.

The site will be updated regularly based on consumer interaction and with new brand and product news and on-pack promotions.

Jessica Ali, Brand Manager, McCoys commented: “The site will be so much more engaging than your average brand site and the perfect destination for our offline promotions. The bloke-ish interactive pub environment with its archetypal drinking-hole characters brilliantly communicates the McCoy’s brand proposition of real crisps designed and built for real men. It’s bang on the nail for our target audience who like a drink at the pub with their mates on a Saturday night and who’ll love playing the quizzes and games whilst finding out more about McCoy’s.“

www.inbox.co.uk

www.mccoys.co.uk

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