United Biscuits will launch its first brand website for McCoy’s (www.mccoys.co.uk ) as part of its commitment to make the brand the first choice snack for men. The site has been designed by United Biscuits’ digital agency InboxDMG.

McCoy’s is now the third biggest brand in the bagged crisps and snacks market. Designed and built with men in mind to give a substantial, involving eat that can satisfy the male appetite with food flavours, it is the only overtly-male targeted crisp brand. Five million packs of McCoys are consumed in the UK each week - equating to 8 packs per second, with nearly a third of all UK households enjoying the brand. Core range flavours include, Flame Grilled Steak, Salt and Malt Vingear and Cheddar and Onion. Other McCoy’s variants include McCoy's Tortillas and rolling six month Limited Editions.

Matt Ramsay, Managing Director at InboxDMG explains the agency’s approach, "We’ve created a really exciting brand website for McCoys that will help drive sales by creating awareness and emotional engagement with the brand, as well as highlighting what makes McCoy’s unique and the product’s benefits. And the site will also provide a great new platform to communicate new brand and product news."

InboxDMG’s website will be designed around an interactive pub environment featuring ambient sound and moving characters, created using stock-frame animation. So for example, there will be an ugly barmaid who when the visitor puts their beer goggles on transforms into a beautiful lady blowing kisses at them! Also a landlord behind the bar interacts with the visitor and introduces them to the Man Guide - a guide to all the things a guy needs to know to be a real man such as how to wrestle a crocodile. Users will be invited to enter their manly tips and the best ones will feature in the guide each month with the winner receiving a years supply of McCoy’s.

In addition, there will be a Man Quiz where the users answers ten questions to be scored on how much of a man they are and they can then send this on to a friend. Users can also play a trivia quiz and a darts game and watch the TV ads.

As well as highlighting the core range, the site will support an on-pack promo through Wax Communications launching on 24th May, which offers the chance to win top man gadgets including iPhones, PS3’s and iPod’s every day and a tailor-made trade promotion. The site will be updated regularly based on consumer interaction and with new brand and product news and on-pack promotions.

Jessica Ali, Brand Manager, McCoy's commented, "The site will be so much more engaging than your average brand site and the perfect destination for our offline promotions. The bloke-ish interactive pub environment with its archetypal drinking-hole characters brilliantly communicates the McCoy’s brand proposition of real crisps designed and built for real men. It’s bang on the nail for our target audience who like a drink at the pub with their mates on a Saturday night and who’ll love playing the quizzes and games whilst finding out more about McCoy’s."