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The team at McVitie's were frustrated by how close the design of the supermarket own label products were to their own packs.
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As a strategic response the core pack was changed from a pack of 'Digestives from McVitie's' to a pack of McVities!
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The introduction of branding on the biscuit itself ensured that, even when out of the packet, authenticity and provenance were ensured.


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