Cold Coffee at McDonald's - Inventive Marketing
McDonald's, one of the world's largest fast food chains began selling plain, vanilla and hazelnut iced coffees at 700 locations in and around Chicago. For the last few months, the drinks have been sold in New York, Boston and a few other major markets.
To promote the drinks, McDonald's, with agency BBD, has displayed coffee mugs frozen in ice in Seattle.
What better place to advertise coffee than in Seattle?
Other promotion includes handing out free coffee in Boston and according to MSN, Public Groupe's Leo Burnett has created 15 and 30 second tv spots for the McDonald's iced coffees that play off the nationally known Chicago baseball rivalry.
MSN describes that in one spot, Cubs catcher Michael Barrett lays mousetraps beside the bed of White Sox right fielder Jermaine Dye, who climbs out of bed only to get his toes snapped. In another, White Sox catcher A.J. Pierzynski sneaks up on Cubs pitcher Carlos Zambrano while he's asleep and waxes off his left eyebrow. "Wake up the rivalry, and wake up to McDonald's new iced coffee," the ads say.
McDonald's is targeting consumers ages 18 to 34, a younger demographic than customers of its hot drip coffee, with which they recently launched a new premium roast in attempt to upgrade their coffee.
All flavors of the new iced coffees sell in sizes medium and large for $1.69 and $1.99, respectively. Where as your local coffeehouse can charge more than $3 for similar sizes of iced coffee and often charge for an extra shot to add flavor.
McDonald's is working to turn the chain into a destination for drinks, not just food. Since the beginning, McDonald's beverage lineup has consisted mostly of milkshakes and Coca Cola sodas to go with its infamous hamburgers and french fries.
MSN claims the growth of Starbucks and the popularity of new noncarbonated drinks sold in bottles have prompted McDonald's to rethink its beverage offerings. In a few restaurants, McDonald's is testing noncola drinks in bottles made by PepsiCo and other companies, and it is now selling a full line of cappuccinos and lattes at outlets in Michigan.
What do you think about getting your morning coffee at a fast food restaurant?
Anyone from Michigan had the chance to try the full line of cappuccinos and lattes?