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McRéally? And here I thought hipster emo ate vegetarian. Apparently they’re also taking back say, didn’t that used to be a McDonald’s? coffeehouses all over the country as part of a new $100 million dollar campaign for their McCafé locations. (Click the bigness.) Did you say show me the obligatory site trying to do funky? Okay! Yeah, times have changed, and the family getting in the Buick for a trip to the Golden Arches for dinner is long gone, (along with change back from a single), but going after the Starbucks crowd directly and ignoring their regular crowd? Nice! I KID. One thing missing from corporate’s psychographic-filled Powerpoints: Ain’t just angst-rockers with a MySpace drinking iced Coffalatés, it’s teens too. *flips coin, hmmm, value meal burger or SB knockoff?* Maybe it’s McKarma that they’re chasing Starbucks—both brands now seem to be all over the map, literally and figuratively.
McRéally? And here I thought hipster emo ate vegetarian. Apparently they’re also taking back
3 comments:
I like the boldness of McDonald's going after Starbucks. If ever there were an economy to do it in, this is it.
One side point: Have you noticed a trend in microsites where the tempo is slow, almost puzzlingly so? McD's does it here. JC Penney did it recently with men in the doghouse. It's an interesting approach in trying to make an impression, by dragging out a bit drama hoping to really engage the viewer.
A bit of over reaching. Going after Starbucks is a good thing, but that's a piss-poor way to do it. Rather than mock the ostentation of Starbucks, and position themselves as a quality/value alternative, they go ahead and....well, what the fuck was that? I can understand they're trying to reposition the brand, but it seems they really have no idea of where they want that new position to be.
Yeah I feel like he whole effort is trying really hard to make mcdonalds sexy. Mcdonalds is many things, sexy it is not.
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