When rebrands go wrong

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McDonald’s introduces new strapline

McDonald’s is introducing a new strapline in its latest ad campaign in a bid to reflect how the brand can play a central role in families and relationships.

The “We all have McDonald’s in common” strapline aims to celebrate what McDonald’s calls the “democracy of the brand” by showing diverse people can find common ground in their love of McDonald’s.

The TV ad, which launches tonight (1 February), tells the story of a single mum who asks her boyfriend to move in with her and her two children. It shows the boyfriend struggle to build a relationship with her son until a trip to McDonald’s makes them realise they have more in common than they initially thought.

Alistair Macrow, vice president of marketing at McDonald’s UK says: “Through a combination of emotional storytelling and recognisable real-life truths this campaign aims to remind people why they love McDonald’s and encourages our customers to celebrate both the shared and the quite individual reasons that make a visit to McDonald’s special.”

TV ads will be supported by outdoor activity. The campaign was created by Leo Burnett.

Readers' comments (2)

  • Sometimes my industry makes me want to vomit. Today is one of those days.

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  • I thought that those black youths were going to stab or run over the old white guy the way it was shot I was expecting it to be a knife/road safety advert and that one token white kid in the gang was offensive to both races

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