Whoever said mass marketing is dead never worked at McDonald's. The master of the McBlitz is about to outdo itself with its long-awaited national campaign for its new coffee line, touted as the biggest launch in its history -- no small feat for a company that regularly drenches consumers in marketing.
While the Golden Arches won't detail how much it's spending on McCafé, the new product platform is expected to receive an outpouring of more than $100 million fanned out across TV, print, radio, outdoor, internet, events, PR and sampling beginning early this week.
There's a lot riding on that budget: McCafé is expected to add about $1 billion to McDonald's bottom line in the U.S. -- about $75,000 per restaurant -- and the chain is banking on national advertising to realize that lofty financial goal.
Suffice it to say the creative will be hard to miss.
More: Ad Age Article: http://adage.com/article?article_id=136423