...the Golden Arches that is. McDonald's has spent $100m on pushing McCafe in the US, its biggest launch since the 1970s and a direct assault on Starbucks and other coffee chains McDonald's has launched McCafé, a new product platform on which it is spending $100 million across TV, print, radio, outdoor, internet, events, PR and sampling.
Intended to add $1 billion to McDonald's bottom line in the US, McCafe has already started its aggressive push with coupon booklets inserted into newspapers as part of a huge drive in traditional media through DDB Chicago.
TV work incorporates the acute accent mark from McCafé into everyday items, so when you 'McCafé your day,' a commute becomes a commuté, while a cubicle is a cubiclé. Radio invites consumers to ‘speak McCafé', while 18-34 year olds are being targeted online via Tribal DDB with actors from Chicago's Second City comedy theatre. A McCafeYourDay Twitter feed is also being positioned as tool to converse with customers about the new platform.
The marketing blitz takes on established coffee chains such as Starbucks: the renewed emphasis on café culture is McDonald’s biggest product launch since breakfast in the 1970s
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