Ask nearly anyone in the United States, and the citizens of numerous other countries around the

world, where “I’m Lovin’ It” comes from?

Everyone Knows it is McDonald’s 2003 Global

Campaign--- More Popularly known as the Tagline for

McDonald’s!

The McDonald's Corporation is the

world's largest chain of

hamburger fast food restaurants,

serving around 68 million

customers daily in 119 countries.

Situational Analysis

McDonald’s has been in the market for a long time!

Main

Competitors

Also economic, legal, technological, social

factor, retail environment has changed.

Those elements affect McDonald’s success

in the market.

In 2003, The global chief marketing

officer at McDonald’s Larry Light said

that “We lost relevance, the world

changed, but we didn’t.”

McDonald's hired Larry Light in 2003 to "fix

Marketing" after it posted its first-ever loss.!

Research revealed the brand was seen as:

Childish;

Service was slipping;

Its restaurants looked out of date;

It was taking the brunt of the blame for the

West's growing obesity problem.

"This wasn't a five-year plan," Light says. "It was a case of 'let's get on with it'. There was a sense of

urgency."

Had a Budget of $1.2 billion a

year!

And the bulk of it had gone on TV.

Objectives

To rebuild customer relevance;

Re-develop brand image;

Increase market share;

Increase Sales;

Reaching the target audience;

Creating awareness in the marketplace.

The idea was moving McDonald’s

Brand into a modern way that is fun

and exciting for customers worldwide.

The main idea was Re-Positioning the Brand and changing its Target

Audience!

Wait

Strategy & Execution

A single set of commercials were used concurrently

around the world!

“I’m Lovin’ It” first appeared in Munich,

Germany, on September 2, 2003.

The first time the slogan was used was in a

commercial showing people all over the

world having fun and occasionally eating a

hamburger, finishing off with McDonalds’

“M” and the phrase “I’m Lovin’ It.”

Justin Timberlake performed the vocals. It was a series of 5 commercials.

Soon the slogan spread to all types of medium.

Target Audience Includes all nationalities and races!

The commercials originally targeted young

teenager/young adults, as shown by the age

of the actors in the commercials.

It spread to young families, shown by a

smiling mother with a baby (also smiling) on

her back. These people would mainly fit

under the “Generation Y” category, and

spreading a bit to the “Me Generation.”

Marketing Channels Used (to name a Few)!

Advertisements

-"Ball bag” ---an attempt to win back the hearts young adults!

---Features men and women of all ages and

colours pulling off a series of keep-up tricks using

a McDonald's bag screwed up into a ball!

-"Olympic effort" was McDonald's bid to build a

closer relationship with mothers.

-McDonald's has kept faith with its 39-year-old brand

mascot to reach children in a series of 15-second spots for

the Olympics

McDonald's bought the largest

billboard in France for the Salads Plus

launch!

Spray-painted trains in Hong Kong with "I'm

lovin' it" graffiti!

Results Awareness of "I'm lovin' it" in McDonald's top

ten countries is 86 per cent; 89 per cent with young adults and 87 per cent

among “Moms“; Global sales up 7.8 per cent

(all within One Year of Launch)

Learnings:

McDonald’s picked an amazing slogan!

It doesn’t target a specific product, but the company as a whole.

The success, through recognition and awareness, is phenomenal.

McDonald’s does not advertise a lie and say that their food is the best for you. It simply

says “I’m Lovin’ It”.

Their original campaign was a series of commercials to prompt people to buy their

products.

Now, the phrase “I’m Lovin’ It” triggers a recognition and desire.

They Rediscovered How to use old Media in New Ways!

By, Soumya

Mukherjee