How to reposition the Mc Vitie’s brand in the Italian market, moving away from the concept of TeaTime’s product that is a characterization of the British market, relocating it into the experience of the Italian breakfast?
Graphic design / In store communication
We have been thought about a very simple claim – Every day for the breakfast – using a very strong image: the McVitie’s cookie is changed into an alarm clock. This symbol communicates vitality and energy in the morning, bringing us back to the moment of consuetudine.
The new product concept is also expressed in the image of a cookie in the milk, applying it to the sale point and to the trade materials.
