Did somebody at McDonald’s say “new slogan?” Every campaign and/or tagline runs its course, changes made for the sake of change, even though in some instances management tires of a theme before it wears out with consumers.
At Big Mac, sources say a new campaign could break within several months, if not earlier, showcased by a “We love to see you smile” line.
This new slogan may be tweaked a bit by aggressively promoting the “Made for you” customizing of menu items, much like the old “Have it your way,” from rival Burger King.
The new Big Mac smile creative is based on the proposition that people, especially youngsters, enjoy going to McDonald’s not just for food but for the experience–namely, the satisfaction they derive from the positive things happening along with the fast-service menu.
The current “Did somebody say McDonald’s?” tagline has run since late 1997, raising consumer awareness and helping drive sales.
This effort was preceded by “My McDonald’s” from Leo Burnett Co., an agency for the client. Slogans in the past have included such appetite depressants as “Nobody can do it like McDonald’s can;” “Together, McDonald’s and you; ” and “What you want is what you get at McDonald’s today.” Ugh. There have, however, been some big winners: “You deserve a break today” and “You, you’re the one.”
McDonald’s USA in Oak Brook wouldn’t comment on whether a new campaign is near the launching pad. DDB Chicago, the client’s principal agency, also declined to comment.
The new “smile” effort would be an upbeat improvement, especially with the right accompanying music.
DDB’s new “smile” campaign should get some support from Coca-Cola Co., soft drink supplier to Big Mac. Anybody remember “Have a Coke and a smile?”
Virtually all of Big Mac’s 13,000 U.S. and Canadian restaurants now operate under a “Made for you” menu program.
Will the new campaign help McDonald’s on Wall Street? The company’s stock hit a 52-week high of $49.56, then took a dive beginning in November before reaching a low of $29.81. It has since rebounded and closed at $34.81 Friday.
– Separately, Subway Restaurants in Milford, Conn., picked Manhattan agency Messner Vetere Berger McNamee Schmetterer for the creative portion of its $75 million national ad account. Other finalists were Mullen Advertising in Wenham, Mass., and The Martin Agency in Richmond, Va., for the account recently handled by Publicis & Hal Riney Chicago.
– Louis Krevit became director of sales at the new Park Hyatt Chicago, a post that reports to Rick Segal, newly named general manager of the 203-room hotel with a scheduled opening in late May at 800 N. Michigan Ave. Krevit recently was director of sales for the Hyatt Regency Woodfield. Other personnel: Olivia Hsu Friedman to an account manager, U.S. News & World Report Chicago ad sales office. … Dan Palmisano to Kelly, Scott & Madison as VP/associate media director.
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– At Allstate Life Group of Cos., Lisa Cochrane was named head of marketing communications, Laura Zimmerman became head of strategy and development and Tom Evans was appointed to head the consumer segment and channel marketing, in a refocusing of the marketing function, all reporting to Peggy Dyer, senior VP of marketing. Dyer, recently with Citibank and previously with Gatorade at Quaker Oats Co., reports to Tom Wilson, president of Allstate Life Group, a unit of Allstate Cos. in Northbrook. Cochrane, Evans and Zimmerman are all assistant VPs.
– Elgin-based D&S Communications, a privately held telecommunications equipment firm, specializing in voice/data convergence solutions, picked Ebel, Dunnell, Merrick for marketing communications, including advertising.
Strictly Personal: Birthday greetings to Michelle Collins, 40 (Svoboda, Collins); Phil Tondelli, 45 (Hatco Corp., Milwaukee); Dr. David B. Conley, 37; Rich Williams, 40 (Manning Selvage & Lee); Suzanne Halperin, 36 (Hotel Allegro); Don Newcomb, 61 (Kendall College teacher); Mark Modesto, 46 (FCB); and Jim Thompson, 55 (Leo Burnett Co.).