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McDonald's
Juice with an Icy Swag

RAN IN: United States

CLIENT
McDonald's Corporation

Neil Golden - SVP, US CMO
Marta Fearon - Mktg. Director
Rob Jackson - Mktg. Director, AACM
Priscila Jamison - Sr. Creative Director
Marlena Peleo-Lazar - VP, CCO

AGENCY
Burrell Communications Group *Lead Agency

Lewis Williams - EVP, CCO
Bianca Bradford - Group Acct. Director
Debra Dale - Sr. Producer
Carla Hood - Acct. Supervisor
Wheaten Mather - Sr. Acct. Planner


SUMMARY

Buying juice from the 140,000+ convenience stores nationwide is nothing new for the African-American consumer. Convincing them to buy juice from McDonald's under the brand McCafe would require making a strong case that our juice is better than all of those other options. Beginning with a product that had the sweet taste of real fruit juice and blended ice was a great start. But giving that juice an attitude was recipe that more than double sales expectations. Ahhh, the sweet taste of success.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Print

Audience: Specific cultural or ethnic group

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English