[WillPS]

You knew their hearts weren't quite in it when they still had the full name directly above the shortened one.

Reminds me a bit of "Sky Sports News HQ" where clearly the idea was to rename it Sky Sports HQ (remember it moved to the top of the sports section?) but they got cold feet and ended up with the clunky compromise name.

In fairness, that was what happened in those heady days of renaming stuff to align brands internationally, I can remember similar happening with Opal Fruits/Starburst, Jif/Cif, that air freshener which changed its name etc... it would almost have been stranger if they didn't.

The hugeness of the stupid McV name on the packet belied a different perceived issue tho... it also probably helped accelerate its downfall as it forced itself in to view. I expect 'U&Dave' will be similarly received. It's almost like something they'd rebrand to for Valentines Day in their own self deprecating fashion.