Origins of Britain, McVitie's Digestive Biscuits
Background
Our task was to develop an advertising and communication campaign to reinforce McVitie’s brand leadership in Guangzhou. The objective was to differentiate McVitie’s from the competitors. McVitie’s Digestive Biscuit is an imported brand from Britain made from natural whole wheat. The brand position statement / tagline: Origins of Britain, McVitie’s Digestive Biscuit 源自英國的”麥維他”消化餅 The tone and style of the television commercial is light-hearted humor to introduce British culture to the Chinese market and reinforce the that product attributes are in its ingredients.
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