"Our task was to establish McVities as the category-defining Jaffa Cakes brand WMH decided to switch emphasis from the things the brand couldn't own, like the brand name and product attributes, to its real 'equity.' That is, great consumer affection and slightly self-centered behavior. The answer was to celebrate consumer 'truisms' on pack by putting a collection of personal phrases on the selling faces. The brand name is then used as a discreet sign-off to assert confidence and real leadership attitude."
