Pladis is celebrating 100 years of McVitie’s Chocolate Digestives with a new campaign – 100 Years of the Nation’s Greatest Invention – humorously placing McVitie’s Chocolate Digestives alongside the world’s most groundbreaking innovations, such as the wheel, mobile phones and sliced bread.
This iconic British product has been a staple in UK households for 100 years, highlights how enduring brands can maintain their relevance and consumer connection across generations.
The 100-year celebrations include an immersive concept store – The McVitie’s Chocolate Digestives Experience. The pop-up store features one-of-a-kind biscuit-based artwork and exclusive merchandise. At the heart of the experience is the Biscuit Bar, where visitors can sample an exclusive range of McVitie’s Chocolate Digestives treats curated by McVitie’s Head Development Chef, Robert Craggs.
“Very few things in life stay loved for a century, but the Chocolate Digestive has stood the test of time,” said Aslı Özen Turhan, Chief Marketing Officer, Pladis UK&I. “It has been there for tea breaks, late-night snacks, and countless moments in between, always delicious, always dependable. This campaign is a fun, celebratory way to mark 100 years, highlighting what makes McVitie’s Chocolate Digestives so special.”
McVitie’s Chocolate Digestives is a groundbreaking innovation. To create something, anything, that is still integral to millions of mouths one hundred years after the first one was crunched, licked, sucked or dunked is impressive. Lives are marginally better because of a small chocolate moment of pleasure delivered through consistent quality and attention to detail, pack after pack after…
At #whatbrandsdo we particularly love two things:
- Here’s proof that great brands can live for a very long time. They evolve and develop, but they add value beyond their functional job. Dare we say it, they can become small beacons of cultural meaning.
- Strong brand building, marketing and communications are key to constantly reminding and introducing people to your brand. Some of the work in this campaign (e.g. the portraits of British cultural icons ) is high quality stuff – engaging, on-brand and delivering the short and the long term benefits a brand needs.
What more can we say. Brilliant. Heartwarming. It works.