Multilingual Business Communication

November 1, 2008

McDonald’s new brand identity starring package redesign

Filed under: Charlotte De Ruytter, marketing communication — meertaligebedrijfscommunicatie @ 12:52 pm

McDonald’s wants to respond to the increasing concern about obesity rates and related risks to well-being by investing in a new package design. The global foodservice retailer wants to modernize the brand identity by putting more emphasis on the freshness and the quality of the food and less on the brand’s famous “I’m lovin’ it” tagline.

"There is only one"

The new packages are supposed to enhance the perceptions about the quality of McDonald’s food. Nutrition information and pictures of ingredients such as potatoes, lettuce, wheat, eggs and even farm machinery get the starring role, while the slogan “I’m lovin’ it” ends up on the sides of the new packages. Because they are de-emphasing the tagline, it now seems that every product gets its own slogan: “There is only one” for Bic Mac, “Full steam ahead” for the Filet-o-fish, etcetera are the texts featured on top of the packages, next to pictures of the sandwich or nuggets enclosed.

The redesign was provided by Marketing Store subsidiary Boxer, located in London and Birmingham, England. Experts estimate the cost of the new packaging in the hundreds of millions, not even mentioning the cost of implementation. The new packages will be available in 118 countries and in 56 languages

In any case, McDonald’s food is unhealthy and a new package will not change my mind. However, I understand that McDonalds wants to keep up with current events and react to criticisms.

(Charlotte De Ruytter)

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2 Comments »

  1. I think you have chosen a good topic.

    Whoever believes that McDonald’s food is unhealthy, might change his mind within the next few months.

    McDonald’s is responding to the increasing concern about obesity rates and related risks to well-being by investing in a new package design. The global foodservice retailer wants to modernize the brand identity by putting more emphasis on the freshness and the quality of the food and less on the brand’s famous “I’m lovin’ it” tagline.

    “There is only one”

    The new packages are supposed to increase the perceptions [increase perception is a strange concept. enhance perception is a lot more logical] about the quality of McDonald’s food. Nutrition information and pictures of ingredients such as potatoes, lettuce, wheat, eggs and even farm machinery get the starring role, while the slogan “I’m lovin’ it” ends up on the sides of the new packages. While [strange linking word -> Because they are de-emphasising] de-emphasing the tagline, now it seems [it now seems] that every product gets its own slogan: “There is only one” for Bic Mac, “Full steam ahead” for the Filet-o-fish, etcetera are the texts featured at the top of [on top of] the packages, next to pictures of the sandwich or nuggets enclosed.

    The redesign was provided by Marketing Store subsidiary Boxer, located in London and Birmingham, England. Experts estimate the cost of the new packaging in the hundreds of millions, not even mentioning the cost of implementation. The new packages will be available in 118 countries and in 56 languages.

    Add your personal opinion. Be a bit more critical.

    Marilyn Michels

    Comment by meertaligebedrijfscommunicatie — November 16, 2008 @ 5:48 pm

  2. It seems indeed that McDonalds wants to get rid of its fast-food image. Instead, Mc Donalds would like to evolve to a ‘good food but fast’ image. We have already noticed the new package design with nutrition information, etc. But also other things will change. For example, McDonalds will serve fair-trade coffee and will use green electricity in all its establishments. Recently, McDonalds launched the new hamburger ‘M’ which is a hamburger without any sauce, because McDonalds wants to go back to basics with its products by using traditional ingredients. It is of course positive that McDonalds wants to improve its image, but I’m curious to see if they will succeed. In my opinion, hamburgers are fast-food and will always be fast-food.

    (Kirsten De Weerdt)

    Comment by meertaligebedrijfscommunicatie — April 5, 2009 @ 3:52 pm


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