Go Bold – McCoy's UK 2015 | Clapboard Ad Archive

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Go bold - McCoy's | Clapboard Ad Archive

Go bold from McCoy's, crafted by BMB and launched in the UK snacks market in 2015, is a masterclass in distilling a brand's essence into a singular visual and emotional proposition, leveraging the film medium to symbolize the untamed, unapologetic flavor at the core of the McCoy's identity. Eschewing literal product demonstrations or problem-solution tropes, BMB elevates McCoy's distinctive positioning through a lifestyle-driven execution that substitutes narrative for amplified metaphor, making the act of snacking itself an act of courage and self-expression. In a market saturated with safe, incremental flavor cues, Go bold delves headlong into the appetite for authenticity and intensity, pitching McCoy's as the obvious choice for consumers hungry for a snack that transcends blandness and complacency. The creative strategy sits squarely in what Clapboard's taxonomy designates as FORMAT#9—Symbolize the Benefit, embracing an exaggerated, almost theatrical visualization of boldness to dramatize the promise embedded in both the crisp and its culture. The English-language campaign pulses with energy and swagger, summoning viewers to a fearless, all-in approach to flavor—escalating the snacking moment into something with personal stakes and instantaneous emotional resonance. This approach connects with audiences rejecting mediocrity, by visually rendering the experience of eating McCoy's as a leap into the extraordinary, using cinematic storytelling not to inform or instruct, but to inspire consumers to step boldly outside their gustatory comfort zone. The campaign's confident, high-impact style reaffirms McCoy's position within the confectionery and snacks category as the standard-bearer for robust flavor and irreverent consumer identity. Clapboard rates this 57/100. Go bold signals to the industry that when a snack brand abandons incrementalism in favor of larger-than-life creative metaphor, it can forge a deeper, more visceral connection with audiences eager for intensity in both product and persona.

Credits

Client

McCoy's

Agency

BMB

Creative Director

Matt Waller, Jay Pond-Jones

Art Director

Rachel Miles

Copywriter

Michael Tsim

Account Management

Nick Waddell

Producer

Catharine Griffiths, Omelihu Nwanguma

Photographer

Ella Nash

Director

Rebel / Outsider

Post Production

Assembly Rooms, Finish

Sound Design

Tony / Wave

Typographer

TBC

Cinematographer

Bjorn Bratberg

Category Mind Map

48%

The McCoy’s "Go Bold" campaign positions the brand as an advocate for a confident, adventurous lifestyle, emphasizing a promise of bold flavor and personality. By encouraging consumers to ‘go bold,’ the campaign suggests that McCoy’s snacks offer more than just taste—they embody a mindset of standing out and embracing intensity in everyday moments. This positions McCoy’s not merely as a snack choice but as an expression of individuality and daring. Strategically, the campaign leverages a lifestyle genre approach to connect with younger, dynamic consumers in the United Kingdom who seek snacks that complement their assertive attitudes and social experiences. The creative angle centers around boldness, likely tapping into cultural trends valuing authenticity and self-expression, positioning McCoy’s as a snack that matches this energy. The campaign’s film medium supports a vivid, immersive storytelling style designed to resonate emotionally, enhancing brand recall beyond product attributes. By anchoring its messaging in attitude rather than just product features, McCoy’s aims to deepen engagement within a competitive confectionery and snacks market. The relatively modest digital engagement data suggest a niche yet focused appeal rather than broad mass-market saturation, reflecting a targeted effort to cultivate brand affinity among consumers aligning with the ‘go bold’ ethos.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. The campaign title “Go bold,” the lifestyle genre, and the snack context suggest the creative device centers on dramatizing the boldness of McCoy’s crisps rather than telling a story, literal product demo, or focusing on problem-solution. The phrasing hints at exaggerated or symbolic scenarios where “boldness”—the key product benefit—gets visual treatment to make the chips’ flavor/experience stand out. No player, testimonial, comparison, or direct instruction is referenced. Instead, the campaign most likely deploys symbolic situations, visual metaphors, or amplification to bring “bold” taste to life, matching FORMAT#9’s criteria. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Walkers – Market Positioning Walkers positions itself as the quintessential British crisp brand, emphasizing quality, variety, and innovation. Leveraging strong local heritage, its strategic angle focuses on broad appeal across demographics with frequent flavor innovations and celebrity partnerships, making it a household staple in the UK snack market. 2. KP Snacks – Market Positioning KP Snacks stands out by offering a diverse portfolio including nuts, crisps, and popcorn, catering to varied snacking occasions. Its emphasis on bold, intense flavors and premium-quality ingredients appeals to consumers seeking taste adventure and premium indulgence within everyday snacking. 3. Quavers (owned by Walkers) – Market Positioning Quavers are positioned as a fun, light, and crunchy snack targeting younger consumers and families. Their mild cheese flavors and light texture offer a guilt-free snack option for kids and adults desiring a tasty but less heavy snack experience. 4. Doritos (owned by PepsiCo) – Market Positioning Doritos is marketed as a bold, intense-flavor brand with an edgy, youthful personality. Its strategic angle leverages extreme flavor profiles and vibrant branding that appeals to millennials and Gen Z consumers seeking excitement and social snacking experiences. 5. Seabrook Crisps – Market Positioning Seabrook Crisps differentiate as a regional, craft-style brand focusing on hand-cooked, thick-cut crisps with traditional, robust flavors. Their positioning leans on authenticity and heritage, appealing to consumers who value artisanal quality and British provenance in their snacks.

Q: What is Go bold about? A: Go bold is a professional campaign launched in the United Kingdom in 2015 for McCoy's, created by the ad agency BMB. This film-based campaign is positioned within the confectionery and snacks industry and centers on dramatizing the bold, adventurous spirit associated with McCoy’s crisps. By leveraging a single, impactful media asset, the campaign seeks to encourage consumers to embrace stronger flavors and step outside their comfort zones. The creative execution is designed to align with McCoy’s brand identity as a snack that is unapologetically intense, targeting an audience that values authenticity and boldness in their snacking choices. Q: What creative device does Go bold use? A: Go bold employs the creative technique classified as FORMAT#9 SYMBOLIZE THE BENEFIT in Clapboard’s 12-format taxonomy. This approach uses symbols or exaggerated visuals to represent the product’s positive impact, rather than relying on literal storytelling or direct product demonstrations. In this campaign, boldness—the key product benefit—is brought to life through amplified, symbolic scenarios that visually dramatize the intensity of McCoy’s flavors. This technique is designed to make the sensory experience of the crisps tangible and memorable for viewers, reinforcing the brand’s promise of a bold snacking experience. Q: What is the campaign proposition for Go bold? A: The campaign proposition for Go bold positions McCoy’s as an advocate for a confident, adventurous lifestyle, emphasizing a promise of bold flavor and personality. The campaign encourages consumers to embrace intensity and stand out, suggesting that choosing McCoy’s is an expression of individuality and daring. Strategically, it targets younger, dynamic consumers in the UK who seek snacks that match their assertive attitudes and social experiences. By anchoring its message in attitude rather than just product attributes, the campaign aims to deepen engagement and foster brand affinity within a competitive snacks market. Q: How does Go bold rank in Clapboard's archive? A: Go bold holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in McCoy's category? A: In the UK snacks market, McCoy’s faces competition from several prominent brands. Walkers is positioned as the quintessential British crisp brand, known for its quality, variety, and broad demographic appeal. KP Snacks appeals to consumers seeking adventurous flavors and premium ingredients across a diverse portfolio. Quavers, owned by Walkers, targets families and younger consumers with light, mild cheese snacks. Doritos, under PepsiCo, is recognized for its bold, intense flavors and youthful, edgy branding that resonates with millennials and Gen Z. Seabrook Crisps differentiates with its craft-style, thick-cut crisps and a focus on authenticity and British heritage.