Lack of brand meaning and differentiation from master brand McD's
Create a premium beverage brand while leveraging McD’s everyday/accessible equity
Held archetype study, steak-holder interviews, and purpose clinic
McCafé opens up a wonderful world of delectable delights to anyone that seeks it
- Created a premium brand purpose and personality that felt accessible and affordable
- Briefed original tv spots for individual new product launches
- Inspired Moments of Wonder, an online immersive experience that featured the entire lineup of McCafe branded beverages. Using a Google Maps overlay, it allowed users to choose a beverage and “travel” to some of the world’s most wonderful places (Click on Moments of Wonder image to view video).
McCafé. Opens up a wonderful world of everyday delectable delights.