MCVITIES MEDLEY CASE STUDY
SUMMARY
Sector:
Food & Drink
Brand type: McVities sub-brand
Primary Client: United Biscuits (now Pladis part of Yildiz Holdings)
Trademark territories: 1 jurisdiction
Trademark classes: 4
Countries: UK
Languages: 2
Validation types: Localized Language, International Language, Trademark Identical, URL
BACKGROUND
Towards the end of the Great Recession in 2009, United Biscuits was looking to develop its indulgence biscuit range and came up with the great idea of including chunks of their existing biscuit ranges Hobnobs and Digestives in a new biscuit bar. The potential for introducing many new ingredient lines in a new sub-brand made it an attractive proposition.
PROJECT
We were tasked with finding names under four categories: ‘ingredients,’ ‘combinations’, ‘pleasure and goodness’ and ‘occasions.’ The client then deliberated behind closed doors and had a preference for ‘combination’ names.
Medley worked better than (say) mixture, hotch-potch, miscellany, assortment or jumble because it comprises diverse references to ‘music’ and ‘sport’. Medley is therefore less descriptive and so less boring, but also less potentially negative or comic, than other combination names. It now sits on the top tier of McVities brands alongside Hobnobs, Digestives, Penguin, Ginger Nuts, Rich Tea, Club and Jaffa Cakes.
