http://www.thirdwayblog.com/post-types/commentary/commentary-mcdonalds-follows-burger-ki.html Straight Talk on Advertising from the Client Side Tue, 06 Jan 2009 12:47:04 +0000 http://wordpress.org/?v=2.0.4 http://www.thirdwayblog.com/post-types/commentary/commentary-mcdonalds-follows-burger-ki.html#comment-249 Fri, 12 May 2006 00:02:13 +0000 http://www.thirdwayblog.com/post-types/commentary/commentary-mcdonalds-follows-burger-ki.html#comment-249 [...] What Doesn’t: This spot has issues on several levels. First, it completely violates the brand character of McDonalds which is meant to be approachable and fun. This spot is scary and forbidding. Secondly, it misses the fundamental brand positioning for McDonalds - the place for kids of all ages. Every time McDonalds has aimed its advertising to adults it has misfired, most famously with the McLean Deluxe. McDonalds is a place for families, first and foremost. It is true that heavy-eating adult males are the most significant user group for McDonalds, but as this advertising blog has noted previously, these men come to McDonalds to recapture a connection to their childhood and adult advertising will not necessarily have the expected effect on this group. [...] […] What Doesn’t: This spot has issues on several levels. First, it completely violates the brand character of McDonalds which is meant to be approachable and fun. This spot is scary and forbidding. Secondly, it misses the fundamental brand positioning for McDonalds - the place for kids of all ages. Every time McDonalds has aimed its advertising to adults it has misfired, most famously with the McLean Deluxe. McDonalds is a place for families, first and foremost. It is true that heavy-eating adult males are the most significant user group for McDonalds, but as this advertising blog has noted previously, these men come to McDonalds to recapture a connection to their childhood and adult advertising will not necessarily have the expected effect on this group. […]

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