McDonald's perseveres through a decade of bad press, comes out stronger.
McDonald's, America's fast-food giant has seen it all. From concerns of food safety and the overall quality of its food all the way to bad press that it targets children in their advertising.
In defense of McDonald's brilliant mascot, Ronald McDonald who first debut in 1963, I would not be the first to say he was a sign of the times. Costume characters were overtaking the airwaves both in advertising and programming, think of Barney, Big Bird, and The Muppets.
In light of America's child obesity troubles, the fast-food giant has long been pressed to retire the clown and its marketing tactics. The ethical consideration of its past ads has in turn shaped its modern presence and positioning, creating opportunities where the company was once blind.
Think of it, would you want Ronald McDonald to promote McCafe products? Do clowns actually drink coffee? Who knows, but less Ronald has proved to create value in older customers while still retaining the millennials who are well acquainted with the public figure.
Ronald McDonald has made a recent comeback in a new light, he has taken twitter by storm! But not in the traditional way in the fact that he does not have his own handle, however he will work in imagery for the brand and is active in #hashtags on the certified McDonald's handle. Though this is a meek compromise, it is still evidence that the Golden Arches is not ready to let go of our guy in the big red shoes.
"A group... in recent years has pressed McDonald’s to retire the clown and stop marketing its food to children. McDonald’s has defended its mascot as “a force of good.” At its annual shareholder meeting last year, CEO Don Thompson noted the company hasn’t been using the clown the way it used to, but stood by the mascot."
