McCoy’s rewrites the bloke marketing playbook with ‘Go Bold’ campaign
Crisps brand McCoy’s has done a u-turn in its portrayal of manliness and is now urging blokes to be their ‘Real McCoy’ as part of the ‘Go Bold’ campaign.
Acknowledging that the notion of what makes a real man has changed, the brand has designed humorous outdoor creative urging guys, among other things, to ‘Go bold. Go order that pina colada’ and ‘Go bold. Go double denim’.
Culminating with an online ad, created by BMB, McCoy’s challenges notions of masculinity by showing a plumber indulge in Ella Henderson’s ballad ‘Ghost’.
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, added: “Men have been enjoying ‘car-aoke’ since forever. Now with a little nudge from McCoy’s, they’re going to go large.”
BMB, which handles the wider KP Snacks portfolio, stepped in to handle the McCoy’s brief while the company looks for an agency for the advertising account.
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