McDonald’s today revealed the latest version of its “I’m Lovin’ It” ad campaign. It is now the longest campaign in company history, surpassing “You deserve a break today” and “Food, Folks and Fun” in both longevity and sales increases.
“If you look at the business success, there would have been no reason [for changing the campaign] except for ego, said McDonald’s CMO Mary Dillon. “All across our system, our marketing leaders and agencies in the U.S., Europe, [Asia Pacific, Middle East and Africa], Latin America, and Canada, we’re building on our multibillion-dollar asset — ‘I’m Lovin It’ — and making it even better, We’re bringing it out from behind the arches and into the action to better brand and celebrate those uniquely McDonald’s moments.”
“Even more importantly,” continued Dillon, “we’re making sure that we build both brand equity and drive sales with every piece of advertising.” She described moments with more consumer insights and emotion within “a framework that gives us a consistent point of view about our brand.”
McDonald’s yesterday reported Q2 earnings that showed same-store sales growing three percent globally and six percent in the U.S. Dillon sees this as a sign that company messaging is doing its job. It’s pretty remarkable that this same marketing slogan has worked for so long; in the fast changing game industry, this probably wouldn’t be too likely.
Source: Ad Age {link no longer active}
