The McDonald’s marketing machine launched their new packaging yesterday at McDonald’s International Media Days 2008. The revamped images are meant to emphasize the product as opposed to the brand.
Chief Marketing Officer Mary Dillon noted that the packaging change was a big part of the McDonald’s branding transition: "This packaging is all about simple, easy enjoyment."
McDonald’s is attempting to change consumer perception of the brand from ‘fast food’ to ‘good food fast,’ as McChronicles points out.
Fast Food Packaging Makeovers
McDonald's Revamps Their Image
Trend Themes
1. Sustainable Packaging - Opportunity for companies to revamp their packaging with sustainable materials and highlight their eco-friendly initiatives.
2. Product-centric Packaging - Companies can shift focus from branding to highlighting the product itself through innovative packaging designs.
3. Brand Image Transformation - Opportunity for companies to rebrand and transform their image to appeal to changing consumer perceptions.
Industry Implications
1. Food Packaging - Companies in the food packaging industry can innovate sustainable and product-centric packaging solutions to meet the changing demands of customers.
2. Fast Food - Fast food chains can leverage brand image transformation opportunities to position themselves as providers of 'good food fast' rather than just fast food.
3. Marketing and Advertising - Marketing and advertising agencies can assist companies in revamping their brand image and developing innovative packaging designs to communicate the desired message to consumers.