Of late, the iconic mascots of the McDonald’s of yesteryear have been fading into obscurity somewhat. But, it appears they’re hoping to bring back the branding and revamp their old image.
There isn’t a lot left from the old McDonald’s crew. Once upon a time, there was a whole universe of characters, spawned from McDonaldland. There was the iconic Ronald McDonald clown, the Hamburglar, Grimace, Mayor McCheese, and more.
They were designed to attract children to the heart-stopping fast food. And, in no small way, they worked. With their friendly faces, catchy jingles, and loose cartoonish storyline, they had netted nagging kids.
Now, McDonald’s was what the youth of America were demanding of their parents. Why bother trying to advertise to adults when the hearts and minds of kids were so much more malleable? But, over time, the idea of advertising fast food to children became somewhat taboo. It gradually faded out, and the brand went the way of many others and became devoid of color, fun, and narrative.
Now, however, for some reason, McDonald’s is bringing back their mascots from the 1970s through to the early 2000s.
A New Generation of McDonald’s Addicts
The reasons for dropping Ronald McDonald and pals from the fast food chain are multiple. However, it really came down to a few key points. The first was that the company wanted to rebrand to be a little more ‘grown up’. They changed their focus to adults on the move, needing a quick bite.
Second, there was the idea that advertising to children was immoral. So, out went the play areas, and out went Ronald.
Finally, the introduction of the killer clown faze in 2016 put the nail in the coffin for McDonald’s yellow clown. But it appears people have forgotten that period, and his creepy smile is coming back.
We’ve recently seen the introduction of the Grimace shake, but it’s only the beginning, according to Jennifer “JJ” Healan, McDonald’s vice president of U.S. marketing. “Over the past few years, we’ve seen how fans flock to our characters, everyone from Grimace to the Hamburglar. But many, especially the new generation, don’t know that’s just the tip of the iceberg,” she said.
Expect to see all your favourite McDonald’s mascots back in stores soon. Your kids will love it.