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McDonald’s Pitches ‘Madagascar 2’;
Replaces ‘I’m Lovin’ it’ Packaging
Brian
Quinton
PROMO Xtra
October 30, 2008
McDonald’s plans to launch a major campaign around the
upcoming premiere of the DreamWorks animated movie
“Madagascar: Escape 2 Africa.”
The company, which announced the initiative yesterday,
will use advertising, in-store events, Happy Meals and
the new McWorld virtual world to encourage kids to take
“One Minute to Move It.” It will also replace the
packaging designs that went along with the “I’m Lovin’
It” tagline
The Madagascar promo will be one of the largest global
Happy Meal events for the foodservice company since its
“Shrek 3” promotion in 2007.
The campaign will break in the U.S. the U.K. and Ireland
by the end of the month, in anticipation of “Madagascar
2”’s Nov. 7 launch in the U.S. It will then roll out
worldwide in a timetable linked to the movie’s opening
in those regions, reaching the last areas by March 2009.
TV spots, store signs and online content at both McWorld
and online will encourage kids to take a minute and
engage in some 60-second activity—mental, physical or
otherwise—that gives them pleasure, anything from
jumping rope to drawing pictures or dancing. The
campaign is keyed to the song “Move It,” made popular in
the first “Madagascar,” released in 2005.
At the HappyMeal.com Web site and in the McWorld virtual
world, kids will find online games and puzzles related
to the “One Minute to Move It” challenge, along with
suggested offline activities. They will also be able to
list the things they have found to do in one minute and
can track the wide range of activities other children
around the world have chosen to meet the challenge.
As part of that rolling promotion, 100 McDonald’s stores
around the world will hold live in-store events
encouraging kids to take a minute to do some activity
for their own fulfillment.
Dr. Paul Gately, Carnegie professor of exercise and
obesity at Leeds University, U.K. and a member of
McDonald’s global advisory council, said the campaign to
motivate child wellbeing grew out of a global study of
children in six countries on four continents.
“Children enjoy giving, and want to be adventurous,
creative and responsible,” he said. “They see a minute’s
activity as something they can easily do.”
“McDonald’s commitment to parents and children has been
twofold,” said Neil Golden, chief marketing officer for
McDonald’s USA, during a presentation held for the press
in Chicago yesterday. “We’ve committed to giving parents
the best information about our freshness and ingredients
when making food choices. And we’re also committed to
inspiring and empowering children.”
At the same presentation, McDonald’s said it will start
introducing new product packaging in its U.S. and U.K.
stores this month. The containers, for everything from
drinks and sandwiches to the company’s iconic French
fries, will use food photos and copy to position
McDonald’s as a place that’s fun and easy to enjoy while
shoring up the “story” the packaging tells to customers.
For example, text on the lid of the new Big Mac box
says, “There Is Only One 100% Beef Big Mac.”
The new packaging replaces the designs that went along
with the “I’m Lovin’ It” tagline, which tended to
emphasize the varied lifestyles of McDonald’s customers
rather than the menu itself.
McDonald’s said the new packaging would roll out
gradually to overseas regions in 2009 and 2010. As it
moves into their markets, global retailers will be able
to customize the designs to accommodate both local menu
items and regional languages. The company said it has
prepared 500 different food photo options for the new
packaging and will be able to accommodate copy written
in the 21 languages spoken in the 188 countries where it
now operates.
“This new packaging will help us reintroduce our iconic
products to our customers and to showcase new foods,”
Mary Dillon, McDonald’s global chief marketing officer,
said yesterday.
The designs came from Boxer, a Birmingham U.K.-based
agency affiliated with The Marketing Store, which was
responsible for the earlier “Lovin’ It” packaging.
Last week, McDonald’s reported strong third-quarter
financials including an 11% jump in net income on a 6%
increase in sales. CEO Jim Skinner said in the call
following that announcement that he was “optimistic”
about the chain’s fortunes in a down economy.
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