CHICAGO (AdAge.com) -- After more than a year of consumer research and agency brainstorming, McDonald's global chief marketing officer unveiled an updated take on its iconic, 7-year-old "I'm Lovin' It" campaign today before an audience of 15,000 franchisees, marketers and suppliers.
"All across our system, our marketing leaders and agencies in the U.S., Europe, [Asia Pacific, Middle East and Africa], Latin America, and Canada, we're building on our multibillion-dollar asset -- 'I'm Lovin It' -- and making it even better," Ms. Dillon told the audience, according to prepared remarks. "We're bringing it out from behind the arches and into the action to better brand and celebrate those uniquely McDonald's moments." New spots end with the tagline appearing by itself, and the arches appearing later.
"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."
"All across our system, our marketing leaders and agencies in the U.S., Europe, [Asia Pacific, Middle East and Africa], Latin America, and Canada, we're building on our multibillion-dollar asset -- 'I'm Lovin It' -- and making it even better," Ms. Dillon told the audience, according to prepared remarks. "We're bringing it out from behind the arches and into the action to better brand and celebrate those uniquely McDonald's moments." New spots end with the tagline appearing by itself, and the arches appearing later.
"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."
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