Ronald McDonald updates his wardrobe and image as the new tech-savvy mascot in its marketing campaign called "Fun makes great things happen."
According to the company's press release, customers around the world want to engage with the brand these days and Ronald will always evolve to be modern and relevant to its market. McDonald's will have a Twitter account where customers can interact with the company and see photos and videos of Ronald along with its other social media accounts.
Ronald will debut his new wardrobe, including a vest and cargo pants in television advertisements this year. Sometimes, he will be seen wearing cropped pants and a cool red sports coat. This rebranding could signal a change in direction for the company, which has been solely focused on the Ronald McDonald House Charities for quite a while.
"Ronald brings to life the fun of our brand by connecting with customers around the world, whether he's promoting literacy or spreading cheer at a Ronald McDonald House," Senior Vice President Dean Barrett, Global Relationship Officer for McDonald's said.
McDonald's has been criticized in recent years by a group called Corporate Accountability International urging the company to stop marketing unhealthy food to children. McDonald's has been defending its brand since then and this marketing campaign could be one of its efforts to reiterate that Ronald is "a force of good." The world's largest hamburger fast food chain appears to be ready to give its brand a high profile role to boost its recent weak sales. McDonald's will remodel its restaurants worldwide and incorporate its new brand image within store interiors.
McDonald's faded and remained in the background for years but it was prompted to re-appear online after Taco Bell ran a TV ad showing Ronald McDonald enjoying its breakfast. In April 23, McDonald's launched its social media marketing campaign with the hashtag #ronaldmcdonald. It tweeted a photo of the red-haired clown kneeling to pet a Chihuahua, Taco Bell's retired mascot. It was the company's response to Taco Bell ad and got about 3,000 retweets.
"Selfies ...here I come! It's a big world and now, wherever I go and whatever I do...I'm ready to show how fun can make great things happen," Ronald McDonald said. "Fun makes great things happen" - the idea that moments of fun and enjoyment bring out the simple pleasures in life and can lead to acts of goodness.
