Bovril : "Wherever did I put that Bovril!" : beef tea isn't Bovril / Bovril Limited.
The pattern
This still is filed under Manifesto positioning.
Define
A public declaration of how the world should work, with the brand standing inside that world.
Mechanism
Worldview first. Customers who share the frame arrive pre-sold. The product is an example of the stance.
Verdict
We have a real stance and a category that rewards a tribe, not a feature list.
Why it works
It uses a relatable, humorous domestic slice-of-life on the front to grab attention. The reverse side shifts tones completely to aggressively defend its market position against competitors using a strong patriotic argument.
Steal this when
You are the market leader facing cheap knock-offs and need to draw a hard line on quality and origin.