Ronald McDonald Gets a Makeover and Plans All-Out Clown Assault on Social Media

Icon tries to stay relevant

Headshot of Alfred Maskeroni

It's a big day in the big top of fast food, as McDonald's has given spokesclown Ronald McDonald a makeover.

With new threads designed by theater designer Ann Hould-Ward, Ronnie is now decked out in McNugget-sauce-colored cargo pants, a rugby shirt and a fancy new blazer and bowtie (designated for special occasions). Fear not, though—his perfectly coiffed Bruce-Jenner-meets-the-Bee-Gees hairdo and iconic oversized red clown shoes remain a vital part of this dude's duds. 

"Customers today want to engage with brands in different ways, and Ronald will continue to evolve to be modern and relevant," says Dean Barrett, the chain's global relationship officer.

For the first time, Ron will also take an active role on McDonald's social media channels.

Heralding the possible death of the selfie movement, Ronald said in a statement, "Selfies … here I come! It's a big world and now, wherever I go and whatever I do … I'm ready to show how fun can make great things happen."


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@maskeroni alfred.maskeroni@adweek.com Alfred Maskeroni is director of video for Adweek.
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