The sweeet™ kittens return in brand new McVitie’s Digestives Nibbles ad
Biscuit maker McVitie’s has today announced the launch of a brand new advert to support its biggest product launch of the year – McVitie’s Digestives Nibbles.
A continuation of the McVitie’s sweeet™ campaign, the new advert sees the return of the McVitie’s Chocolate Digestives British Blue kittens – to bring to life the feeling you get when you eat a McVitie’s Digestives Nibble.
The new 30 second ad will premier on 5th September on SkyArts and takes place in the midst of a girls’ night in, where four friends are relaxing on the sofa, watching TV together. One of them reaches for a pack of McVitie’s Digestive Nibbles for a mid-movie treat – and, as the packet is opened for her to share with her friends, a troupe of adorable British Blue kittens appear to the famous Grease theme tune, ‘Grease is the Word’
McVitie’s Brand Director, Kerry Owens said: “The launch of McVitie’s Digestives Nibbles is the most exciting launch for McVitie’s in a number of years, so it stands to reason that we want to celebrate this with another excellent instalment of our sweeet™ masterbrand campaign – celebrating the everyday moments that we help to make just that little bit better.”
“We have stayed true to the Chocolate Digestives roots of Nibbles by bringing back our British Blue kittens, to evoke the same chocolatey snuggle that eating these products brings us. We also have a range of exciting social, digital, and PR ideas in the pipeline to help us make this our most exciting launch to date.”
Having launched in store in February of this year, McVitie’s Digestives Nibbles are the biggest NPD launch for the brand in 2016 and have already seen impressive sales, with an RSV of £7.1m*.
The first innovation of its kind for the UK biscuit category, the product is a major innovation for McVitie’s, offering the well-loved taste and texture of the number one McVitie’s Digestive biscuit range in a modern, more chocolatey, nibbly nibble bitesize format.
Available in four variants – Milk Chocolate, Caramel, Dark Chocolate and Double Chocolate, McVitie’s Digestives Nibbles come in a re-closable pouch, which is recyclable via TerraCycle. The new range is to be supported by more than £4m in media investment, including TV advertising, PR, digital and social media.
For further press information contact the team at 3 Monkeys Zeno:
Tel: 020 7009 3100
pladis is a global biscuit and confectionery company with operations in 120 countries across Europe, the Middle East, Africa, Asia and the Americas. With annual revenues of US$5.2 billion, pladis has 36 factories in 13 countries and employs 26,000.The company is owned by Yildiz Holding, the largest food company in CEEMEA, and combines three centuries of baking and confectionery expertise by bringing together its iconic Godiva, McVitie’s and Ulker brands.
With a commitment to “promise happiness to the world with every bite”, the company delights consumers with products in sweet and savoury biscuits, wafer, cake, chocolate, gum and candy categories.