McCoy's launches gadget competition

The campaign, which was created by Wax Communications, uses an instant-win mechanic. Consumers can enter the promotion by keying in unique codes found on promotional packs.

McCoys new site is targeted towards young males and features laddish humour.

Although McCoys' target consumers are young men, the brand was also aware they is actual purchaser may be their mothers or whoever does the weekly shop. The prizes on offer aim to appeal to both groups.

This is a similar dilemma to that faced by Pot Noodle in its 'Rotating Fork' promotion last year, which was aimed at both consumer groups. It found that although its previous 'Slag of all snacks' campaign was popular with young men it was also putting off their mothers who were the actual purchasers.