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As I'm Lovin' It Reboots, McDonald’s Learns that Lovin’ Ain’t Cheap

Posted by Justin Dean on February 23, 2015 02:16 PM

Fast on the heels of its efforts to refresh its brand in the eyes and social feeds of Millennials, McDonald’s has expanded its “I’m Lovin’ It” refresh strategy with its Pay With Lovin' campaign, which launched during the Super Bowl. 

The promotion saw random guests of the restaurant selected at point-of-purchase to pay with loving gestures of their choice, which could range from calling their moms and hugs to fist-bumps and doing a little dance.

Beyond the bouts of public embarrassment and pleasant surprises, early research reveals only a slight uptick in the brand’s word-of-mouth and purchase consideration, and a minimal—possibly even decreased—impact on buzz.Continue reading...


Red Carpet Branding: Cadillac Casts Iconoclasts for Dare Greatly Oscars Campaign

Posted by Dale Buss on February 22, 2015 07:00 PM

Cadillac Dare Greatly ad Richard Linklater

Cadillac unveils its long-awaited new TV commercials during The Academy Awards telecast on ABC tonight, elaborating on its new "Dare Greatly" tagline and positioning that global chief marketing officer Uwe Ellinghaus previewed for brandchannel's Dale Buss last week.

The ads (watch below) highlight the bold accomplishments of a quintet of very different high-achieving individuals, including Oscar-nominated Boyhood director Richard Linklater, and then draping their unapologetic, entrepreneurial and even iconoclastic attitudes over a Cadillac brand that is in dire need of resuscitation. Oh yes, and the first look at the new CT6 full-size luxury sedan.

The anthemic, first and most impressive ad for Cadillac is set—appropriately and cinematically—over Edith Piaf's iconic "Non, Je Ne Regrette Rien" (recalling Marion Cotillard's Oscar-winning portrayal of the singer in La Vie en Rose). Continue reading...


Lincoln Ambushes Cadillac's New "Dare Greatly" Tagline Via Google Adwords

Posted by Dale Buss on February 22, 2015 04:01 PM

Little more than two years ago, it was Ford's luxury brand, Lincoln, that was attempting to redefine itself and taking its chances, with huge stakes, on marketing's biggest stage by buying ad time during the Super Bowl.

Now that archrival Cadillac, General Motors' luxury brand, is trying to do much the same, Lincoln executives can't help but run a little interference via search engine marketing.

In a subtle bit of digital ambush marketing, Lincoln is using Google Adwords to buy "Dare Greatly" as keywords, the tagline in the new Cadillac campaign (find out more in our Q&A with CMO Uwe Ellinghaus) that is debuting tonight during the Oscars US telecast on ABC.Continue reading...

brand strategy

McDonald’s Spreads Lovin' Through Graffiti for Black History Month

Posted by Mark J. Miller on February 18, 2015 11:34 AM

As comedian Chris Rock has pointed out, Black History Month is not only in the shortest month of the year, it's also the coldest—so don't expect to see many parades. But McDonald’s US is on a mission to extend the month into an all-year event. The brand launched 365Black.com last year as a Tumblr-based portal to help push the message.

As part of that effort the fast food giant has teamed up with a group of graffiti artists in Oakland, California, a collective that goes by the name of AeroSoul, for what it's calling the "Spread Lovin’" campaign—the next leg of its "I'm Lovin' It" reboot this year after the Super Bowl's "Pay With Lovin'" campaign.

The artists helping spread McDonald's message visually in their neighborhoods are part of the collective because they want to preserve and promote African art and pride, and use graffiti as a platform for positive messaging to inspire kids to remember that there is possibility and love in the world.Continue reading...

bc q&a

Cadillac Reveals Dare Greatly Campaign: 5 Questions with CMO Uwe Ellinghaus

Posted by Dale Buss on February 16, 2015 02:22 PM

Cadillac has revealed the underpinning of its looming brand "resurrection" in the lead-up to the debut of its new marketing campaign during ABC's 2015 Oscars ceremony telecast on February 22. Borrowing from one of the most famous speeches by Theodore Roosevelt, Cadillac's new global tagline and brand positioning theme will be "Dare Greatly."

Seeding the new platform, the brand quietly launched a social media and outdoor teaser campaign in recent weeks with the hashtag #DareGreatly, ahead of releasing a video on YouTube that quotes from a key passage in a speech by President Roosevelt commonly known as "The Man in the Arena," which he delivered in 1910 at the Sorbonne in Paris.Continue reading...

super bowl

Super Bowl 2015: McDonald's Invites Customers to Pay With Lovin'

Posted by Shirley Brady on January 30, 2015 01:01 PM

McDonald's Super Bowl 2015 Pay With Lovin' commercial

McDonald’s is serious about its promise to put lovin' back at the heart of its brand. Two days after announcing a new CEO, the Golden Arches has released its Super Bowl commercial early on its Facebook, Twitter and YouTube channels, not waiting for Sunday's Big Game to reveal its new ad and reboot campaign for its iconic I'm Lovin' It tagline and positioning.

The big news: “Starting February 2, we will be randomly accepting a new form of payment. Through February 14, McDonald’s will randomly select customers to Pay With Lovin’.”Continue reading...

super bowl

McDonald's Next CEO Suits Up for Super Bowl 'I'm Lovin' It' Reboot

Posted by Dale Buss on January 29, 2015 04:14 PM

McDonald's I'm Lovin' It 2015

Major changes abound at McDonald's, as Global Brand Officer Steve Easterbrook was just tapped to replace retiring CEO Don Thompson and its "I'm Lovin' It" brand platform is suiting up for a refresh during Super Bowl 49.

Easterbrook was anointed by the McDonald's board this week to try to wrestle the brand back onto a growth trajectory after the iconic fast food leader fell on increasingly difficult times during Thompson's 31-month tenure at the top.

"Steve is a strong and experienced executive who successfully led our UK and European business units and the board is confident that he can effectively lead the company to improved financial and operational performance," Andrew McKenna, McDonald's non-executive chairman, stated in announcing the change.Continue reading...


Lyft Rolls Out New Carstache and Image Campaign in Effort to Topple Uber

Posted by Mark J. Miller on January 27, 2015 12:01 PM

Lyft 2015 new ad campaign

San Francisco-based car-riding service Lyft has been riding in the tire marks of industry leader Uber since it launched in 2012. The startup is eager to make its own way with the message that it's a new year and a new Lyft.

As part of taming the furry big pink mustache that once graced the front of its vehicles to a much smaller, glow-in-the-dark version that sits atop the dashboard, drivers this week received the new "glowstaches."

Lyft this week is also launching a peppy ad campaign—its first national effort—to showcase the new carstache as well as selling the company as a community builder.Continue reading...

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