I was lovin’ it

It’s Mcdonald again!!! But this advertisement does nothing about promoting or talking positively about Mcdonald’s; it targets at Mcdonald’s high-fat and high-calories menu instead.

After watching this ad, I supposed this would impose severe negative impact on Mcdonald’s sales, on burgers particularly, but in fact McDonald sales had gone up!

Wonder why? The adverse effect that the ad had created? Consumers want to be “on their way” earlier? New trend to have burger no matter how unhealthy it is?

No!

The answer is, McDonalds wheeled out a range of alternative to its famous burgers! So its sales had gone up because of the alternatives, not because of the burgers. What a smart act. Perceiving that its sales on burgers is gonna go down, it adopted the strategy of introducing substitutes to burgers. Burgers are unhealthy? Buy others then! Instead of focusing on how to clarify the nutrition that a burger could provide, McDonalds rather gathered its resources on promotional activities on new menu. Why argue? Rolling out the alternatives saved McDonalds not only from economic downturns and the negative impacts that the TV ads could have brought to its sales, but also it made Mcdonald’s financial stats looks so much better, while other firms worrying about the negative figures in their reports. It is a smart decision that kills two birds with one stone. However, introducing new product at this stage poses a great risk to take – firms have to be cautious that consumers will become more price sensitive during economic downtown, so they might not buy new alternative released. As it might have targeted the right market or positioned its products correctly (low-cost happy meals perhaps?), the new release eventually brought a boost in McDonalds’ sales.

http://www.abs-cbnnews.com/lifestyle/09/16/10/i-was-lovin-it-television-ad-enrages-mcdonalds