McDonald’s adds love with new global theme – B&T Marketing & Media, 13/6/2003.
McDonald’s unveils new global campaign – B&T Marketing & Media, 3/9/2003.
On September 21, 2003, McDonald’s aired its new global ‘I’m lovin’ it’ ad campaign in Australia. This is the first time that McDonald’s has run a single set of commercials concurrently in over 100 countries around the world, and represents part of a major brand revival strategy for the fast food giant.
McDonald’s also unveiled pop performer Justin Timberlake as the star of this new global campaign. Timberlake was chosen because he ‘is absolutely connected to today’s consumer attitudes and trends. His cultural relevance is right in tune with McDonald’s new direction,’ says Larry Light, McDonald’s executive vice president and global marketing chief. McDonald’s aims to rejuvenate the company’s brand strength with new and innovative ways using a campaign that is fun and exciting and bound to appeal to customers worldwide. With plans to sponsor Justin Timberlake’s 35-city 2003 European Tour, which starts in Germany later in the year, McDonald’s will no doubt connect with its all-important ‘young adults and kids’ consumer segment.
But what are the implications of using such a celebrity as the face of McDonald’s? When so many Australians are battling with issues of obesity, will such a marketing pull create more health issues for kids and young adults?
TALKING IT OVER AND THINKING IT THROUGH!