McDonald's Rebrands The Hamburgler as a Suburban Hipster Dad
Jana Pijak — May 20, 2015 — Marketing
McDonald's latest branding effort is a blast from the past and involves the resaurant chain's retro mascot, The Hamburgler. While the original mascot may be known for his outrageous and outlaw-inspired look, his re-incarnation is a little more relatable and resembles a hipster dad than rather than a burger-stealing criminal.
Appealing to young parents, the fast food chain has released countless images of their new mascot via Twitter and have even aired a commercial that features their new brand representative.
Though boasting a re-branded version of the beloved mascot, this new McDonald's ad concludes with The Hamburgler's iconic "Robble, Robble" quote. Appealing to lovers of nostalgia, fast food brands are re-creating forgotten mascots in a contemporary way. McDonald's latest marketing strategy appeal to millennials who grew up in the days of the original Hamburgler but re-brands the mascot to fit their age demographic and interests--in this case a suburban dad who loves to barbecue for his family.
Appealing to young parents, the fast food chain has released countless images of their new mascot via Twitter and have even aired a commercial that features their new brand representative.
Though boasting a re-branded version of the beloved mascot, this new McDonald's ad concludes with The Hamburgler's iconic "Robble, Robble" quote. Appealing to lovers of nostalgia, fast food brands are re-creating forgotten mascots in a contemporary way. McDonald's latest marketing strategy appeal to millennials who grew up in the days of the original Hamburgler but re-brands the mascot to fit their age demographic and interests--in this case a suburban dad who loves to barbecue for his family.
Trend Themes
1. Reinventing Retro Fast Food Mascots - Using nostalgia to appeal to younger generations and rebranding forgotten mascots to fit current interests.
2. Targeting Millennial Parents - Developing marketing strategies and branding efforts that appeal to young parents.
3. Hipster Dads as Marketing Personas - Creating advertising campaigns that reflect the interests and lifestyles of modern fathers.
Industry Implications
1. Fast Food Industry - Developing new marketing strategies and rebranding efforts to appeal to younger generations and modernize their image.
2. Advertising Industry - Focusing on creating advertising campaigns that reflect the interests and lifestyles of modern consumers.
3. Parenting Industry - Developing products and services that cater to the interests and lifestyles of modern parents, specifically young fathers who identify as hipsters.
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