McCAFÉ COFFEE CAMPAIGNS
CLIENT: McDONALD'S
MEDIA: OLV / Social / Digital / OOH / Website / Radio / TV / Events / PR
MY ROLE: Creative Director / Copywriter
It was proven in taste tests, but coffee drinkers still had a hard time believing that McCafé coffee tasted better than the more expensive coffee found at Starbucks or Dunkin’. We knew the only way to get them to believe it, was to get them to try it. So we developed three award-winning campaigns over the course of a few years that got coffee drinkers to wake up, and reconsider their go-to cup of coffee.
TRY YOUR OWN McCAFÉ
When McDonald's rebranded their Premium Roast Coffee to McCafé, we were asked to get the word out. And as more and more people were trying McCafé, and talking about how good it was, even the biggest doubters were starting to get curious. In some cases, a little too curious.
RADIO
McCAFÉ CHALLENGE
By this time, most people had discovered McCafé coffee and were "lovin' it."
But there were still a few stubborn nay-sayers out there who just didn't want to admit that McDonald's had really great coffee at a really great price.
So we decided to use a more "impactful" tactic. We challenged them to try it.
We might have gone a little too far with that challenge.
