Wednesday, April 19, 2017

McDonald's New Ad (That Never Mentions McDonald's)

McDonald's just launched a new set of TVCs featuring Mindy Kaling front and center.  And while Mindy's yellow dress on a red backdrop is a deliberate nod to McDonald's (and two of America's favorite condiments), there's something really groundbreaking about this ad: It never actually mentions McDonald's. 

Instead, Mindy encourages viewers to Google "the place where Coke tastes so good."  The goal here is to target consumers--Millennials and Gen Z--who prefer self-guided discovery and wink-wink-nod-nod messaging over spoon-fed commandments from brands.  Also, 92% of consumers in this demographic trust influencers over brands, which makes Mindy an even more strategic fit.  

It will be illuminating to see if this relatively radical approach to brand marketing proves more effective than the way brands have been doing it for decades (with a lot of logo placement and a lot of brand mentions--and a lot of consumer tune out these days).

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