Reinvent McCoy's crisps branding and packaging to reinforce its "man crisps" slogan.
Rotate the packet 90° so it opens on the longer side, allowing man-hands to fit inside. Man up the graphics. Man up the flavours. Done.
• Over 200,000 views online in 7 days
• Over 60,000 views on Buzzfeed
• Over 300 reactions on Twitter, of which 95% positive
• Packaging of the Week on The Dieline