The LA Times reports McDonald’s has launched a major push in support of its McCafe specialty coffee drinks. The company says the effort, which began Tuesday with a $100 million mega-buy across TV, Web, radio, print, outdoor and social media, is its biggest “menu initiative” since it began serving breakfast in the 1970s. The ads aim to get consumers to see the beverages as affordable, quality alternatives to lattes at more gourmet chains such as Starbucks.
Ad Age says the radio spots, via DDB, Chicago, teach consumers “How to speak McCafé” by using the accent mark. An online effort from digital agency Tribal DDB aimed at 18- to 34-year-olds uses actors from Chicago’s Second City comedy theater. One TV spot, also from DDB, Chicago, incorporates the accent mark from McCafé. When you “McCafé your day,” a commute becomes a commuté. When a pal drops by your cubicle with an iced mocha, it’s a cubiclé.
The agencies involved also include Burrell Communications for African-American advertising and PR, Alma DDB and Moroch’s Inspire for Hispanic, IW Group for Asian, Arc Worldwide for in-store merchandising and gaming, OMD for media, and Golin Harris as the primary PR shop. Valencia, Pérez & Echeveste handles Hispanic PR, accordign to the story.