McDonald's global chief marketing officer Mary Dillon shared the company's refreshed "I'm Lovin' It" campaign with franchisees and other attendees at its McDonald's Worldwide Owner/Operator Convention. The 7-year-old campaign is the company's longest running and has become so iconic the company has decided to stick with it. "I'm Lovin' It" is now the company's most successful and longest-running campaign, surpassing the iconic "You deserve a break today," and "Food, Folks and Fun," both in longevity and sales gains.
"Even more importantly," Ms. Dillon continued, "we're making sure that we build both brand equity and drive sales with every piece of advertising." She described an approach that's more authentic, more saturated in consumer insights and emotion, and within "a framework that gives us a consistent point of view about our brand."
A new example is an ad McDonald's promoted on Twitter and has featured on its YouTube channel about a father bear rewarding his son for a good report card with a McDonald's meal. In "Proud Papa," the young bear attracts the attention of a car of tourists so the papa bear can scare them away. The two then eat the tourists' fries, and the father then shows his son how to tip the car over to get the "extra fry at the bottom."
What do you think of their new campaign?
http://adage.com/article?article_id=143453
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I just watched the new ad. Though I think it is amusing and will certainly garner media attention, it is definitely a change from their old campaigns. I think it is a little risky for McDonald's to keep the "I'm lovin' it" tagline in an ad that portrays bears essentially attacking humans. Though the bears are cute and the voices are sweet, I wonder which of McDonald's consumers the ad was supposed to target.
ReplyDelete(^_~) It was a real pleasure to watch it Ana. But what I am curious about is which company’s car that is. I mean, if this ad had a dual purpose as a collaborative effort between McDonald and say General Motors, I would not think it had achieved its objective. The poor car was tossed around as if it weighed like plastic; not the ideal feature anyone would desire. But all in all, the article did keep to tradition with the idea of McDonald being a classic; a company that brings back old memories of fond times.
ReplyDeleteTaking Mktg 101 has been great because I have been able to learn and understand better the tactics employed by the major firms to market their products. I think it's fascinating they can produce and manage efficiently complicated marketing strategies. They tug at hearts to make an extra buck. With that said, although I appreciate a Double Quarter Pounder and French Fries as much as the next man, I deteste the new ad. It's amusing and creative, but the product it is pushing is the root of so many health issues in society. As an aspiring doctor and socially conscious consumer, I have difficulty understanding how any one can support it.
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