Three New McVitie’s Digestives Flavors are Being Launched
Michael Hemsworth — February 14, 2020 — Marketing
References: pladisglobal & conveniencestore
A trio of McVitie’s Digestives biscuits are being launched by Pladis to help offer consumers a tasty treat to nibble on when cheering for Great Britain at the upcoming Tokyo 2020 Olympics. The new biscuits come in the Marmalade on Toast, Cherry Bakewell and Strawberries & Cream flavor options, which are all inspired by iconically British treats. Consumers can have their say with which one is their favorite using the hashtag #SaveYourFave with the most popular option becoming a permanent offering.
Brand Director for McVitie's at Pladis UK&I Emma Stowers spoke on the new biscuits saying, "Team GB and McVitie’s both have a proud heritage and have been bringing British people together for many years. As part of our partnership we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes. And, what better way to do this than by launching a range of distinctively British, limited-edition flavors to the McVitie’s Chocolate Digestives range?"
Brand Director for McVitie's at Pladis UK&I Emma Stowers spoke on the new biscuits saying, "Team GB and McVitie’s both have a proud heritage and have been bringing British people together for many years. As part of our partnership we knew that we wanted to create a big buzz around this year’s Olympic Games and help the nation cheer on Team GB from their own homes. And, what better way to do this than by launching a range of distinctively British, limited-edition flavors to the McVitie’s Chocolate Digestives range?"
Trend Themes
1. Limited-edition Biscuit Flavors - The launch of new McVitie’s Digestives flavors presents an opportunity for companies to explore the creation of limited-edition flavors that are inspired by local or cultural treats.
2. Consumer Participation and Feedback - The hashtag campaign #SaveYourFave demonstrates the potential for businesses to engage consumers in product development and decision-making processes.
3. Branding with National Pride - The patriotic British theme of the McVitie’s Digestives flavors highlights the opportunity for brands to leverage national pride and cultural associations in their marketing strategies.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore the potential for creating limited-edition flavors and engaging consumers in product development.
2. Marketing and Advertising - The marketing and advertising industry can utilize the strategic use of national pride and cultural associations to connect with consumers and build brand loyalty.
3. Social Media and Digital Engagement - The success of the hashtag campaign #SaveYourFave indicates the opportunities for leveraging social media and digital platforms to involve consumers and generate buzz for products and brands.
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