McDonald's Can't Decide What It Wants to Be
The brand tries to be all things to all people.
McDonald’s is betting that its customers aren’t satisfied with putting Big Macs inside their bodies; they probably want to wear the greasy, saucy fast food bombs on their bodies, too. Enter the chain’s new Big Mac-themed product line, complete with clothing, bedding, and home decor.
The burger-emblazoned line launched Tuesday at a “McWalk” fashion show in Stockholm, Sweden, and the products are available to customers worldwide via this website: bigmacshop.se.
While we’re thoroughly amused by the images, we’re left wondering: Where exactly does this fit in with the rest of McD’s recent branding messages? In fact, how do any of the company’s recent campaigns relate to each other at all?
Over the past few weeks, McDonald’s has attempted to reach the health-conscious by announcing that it would stop using chicken raised on certain kinds of antibiotics; it tried to make itself the international language of love and joy by launching the global “I’m Lovin’ It...
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in