Month: November 2013
McDonald’s restaurants are publicly recognized in six of the seven continents on the planet. The world famous company claims to operate in 119 countries, with over 33,000 restaurants worldwide.
Now with this much branding, how could McDonald’s possibly relate to smaller, more intimate communities?
McDonald’s Australia CMO Mark Lollback knew just the answer.
This year in January, the world famous company changed its name to Macca’s at 13 restaurant locations throughout the country in celebration of Australia Day and its 40th anniversary.
Studies have shown that over 50 per cent of Australians have adopted the bubbly nickname for the world’s most beloved burger joint.
“Aussies are extremely proud of who we are and where we’re from, and part of being an Aussie or being accepted by Aussies is to be given a nickname – it’s a unique and defining element of Australian culture.” – Mark Lollback
As a Public Relations student, I find this campaign quite thoughtful and unique. Nicknames are used as a shorter pronunciation of a name or title, but can also be used as a connection between two people to strengthen their relationship. Lollback’s plan was to strengthen the company’s relationship with its Australian demographic by changing its brand to a commonly known nickname among the people.
As part of the DDB campaign, McDonald’s used TV, print, digital, outdoor, PR and social executions to introduce their new Aussie Tastes Menu. McDonald’s could not have picked a better time to execute this PR Stunt. Physically changing the name on their signs occurred during the first week of January until February 4, during the nation’s holiday when morale was high. This was their final tactic for introducing their new Aussie Tastes Menu.
“One of McDonald’s strengths is our global consistency, but also our ability to meet customer demands locally.” – Mark Lollback
My name is Dylan Cain and I have more nicknames than I can count. Some people call me Dill, while others call me Cainer, Dilly, D-Man, or Dill-Pickle. The list goes on and on. When someone calls me by any nickname, I instantly feel special. McDonalds Australia took this idea upon them to further identify with their audience and make their campaign special, too.
To get more in-depth with Coca-Cola’s green image, I will focus on the use of biomimic marketing in Coca-Cola’s new sugar-alternative drink Coca-Cola Life.
Launched in Argentina and Chile in 2013, Coca-Cola Life is the brand’s third low-calorie sweetener soda beverage, and its first made with naturally derived stevia leaf extract and regular sugar. The benefits? A 60 per cent reduction in calories versus regular Coca-Cola from using stevia, and the sweetener will not affect blood glucose or insulin levels – stevia may even promote insulin production. To appear in keeping with its new green image, Coca-Cola Life is made even greener with a fully-recyclable plant-based bottle.
Now stevia has been around for a while, but not clearly in mainstream products. Do you recognize any of these?
Didn’t think so. How about these?
They’re one of 45 products Coca-Cola add stevia to. Plain ol’ Sprite, now with stevia, was introduced to France in 2012 and spread to the UK in 2013.
Inevitably, this trend has everything to do with biomimic marketing, which uses images of nature to market a product. Next Nature explores the relation between people and nature and describes this marketing practice simply:
Nature is a terrific marketing tool and corporations know this. Somehow the natural reference provides us with a familiar feeling of recognition and trust. We call this phenomenon Bio-mimic-marketing.
Here are some examples from the Coca-Cola Life Facebook page marketed in a lifestyle and natural setting:
The photos are awash with earth tones, Instagram-like candids, and a close connection to the environment; all of this is a response to consumers demanding corporate environmental accountability. And it works. In June 2013, Reuters wrote about the decline in sodas in the United States and the need to break the barriers to consumption.
PepsiCo CEO Indra Nooyi, told a conference hosted by Bernstein Research in May that a breakthrough in sweetener technology could help reverse the decline in sodas in the United States and that it needed to occur sooner rather than later.
“A global roll-out seems likely.” says Bill Pecoriello, an analyst with Consumer Edge Research. PepsiCo had mixed results with its use of stevia in cola, but Pecoriello believes an initiative by Coca-Cola will spur PepsiCo’s innovation.
Coca-Cola goes further to remind us of all things relatable – chicken wraps and garden weeds – with its own collection of moments: first kisses!
If launched in North America, is this the right tactic? Does Coca-Cola need to change its familia-oriented Coca-Cola Life website?
Coca-Cola holds 50 per cent market share in Argentina. If Coca-Cola Life is successfully introduced, is this telling of health conscious attitudes held everywhere?
If consumers stay educated, this is the way to go.