The Golden Arches tweaking slogan:
- McDonald's will launch a new ad campaign that is different, but not too different from the old campaign, and which continues to tap a universal theme: love. As with the old campaign, words like unsaturated fat and cholesterol will generally be avoided.
The new theme line will be: "I'm lovin' it," an expression on which McDonald's claims a trademark. It replaces the old theme line, "We love to see you smile." McDonald's, the world's largest fast-food company, which has been struggling lately, says its intent is to revitalize worldwide marketing and create "a new brand creative direction that will be the strategic 'glue'" for its advertising efforts around the world.
....McDonald's, based in Oak Brook, Ill., did not disclose the cost of the new program, but it spent between $1 billion and $1.5 billion in advertising last year. It described the new campaign as "fun," "relevant," "hip," and "powerful," which, if true, means one of two things. Either the old campaign was irrelevant, dowdy and weak or the new campaign is not so new. [Forbes]
Article comments
1 - Tom Johnson
What is with this new trend in "slogans"? "I'm lovin' it"? That's terrible. Almost as bad as Nissan's "Shift." They're meaningless, mindless, and uncreative - which is, I guess, a direct reflection on much of society's tastes these days. I mean, how is "I'm lovin' it" going to make me jump out of my chair and run to McDonald's to sate my sudden desire for a crappy burger and stale fries? This makes me wish there really were ad-agencies staffed by the inmates of the local asylum, as in Crazy People ("Volvo: they're boxy, but they're good.")
2 - Trent
This is pretty funny to me. I kinda like Mickey's new ad campaign "I'm lovin' it."
I can see it now:
People will rush to McDonald's so they can chow down on their sloppy burgers, stale fries and melted sundaes, and say to themselves "Hmmmm, I'm lovin' it!"
Then later, when they get home, they are going to rush to the bathroom and stradle the toilet bowl and say to themselves, "Oh Lord, I'm poopin' it!"
But hey, we all love Big M don't we?
I see ya later, I'm going to Mickey's and bite into a "Royale with cheese."
3 - Eric Olsen
"that better be one MF charming pig, the Cary Grant of pigs"