My two cents. I think it's definitely supposed to be Joe McCarthy, but I don't think the picture is him.
To me, the big giveaway is the player depicted on the Colgan's Chips clearly has light-colored eyes, either blue or green. But if you look at photos of Joe McCarthy, you will see that he had dark eyes, dark brown.
Also, Joe McCarthy had a pointed, downward-turned nose. The player on the Colgan's Chips does not.
Finally, McCarthy had rather thin lips, whereas the player pictured has fuller lips (granted, you lose that as you age).
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