McDonald’s Canada is refreshing its McCafé brand with new packaging and an ad campaign, both of which leverage familiar brand assets from the parent brand.
The ad campaign is inspired by the signature "M", featuring a TV spot in which consumers are so impressed by their McCafé orders they can only say “mmmm”. The new packaging, meanwhile, uses part of the Golden Arches, where previous cups and packaging featured just the McCafé name.
Cossette, which handled the advertising and packaging update, said it started on the refresh in 2021 in order to “make a stronger link between the McCafé brand and McDonald’s Canada.”
“Simplifying the design toolkit by using only unmistakable assets was the smartest way to strengthen the brand,” said Jenna Anderson, executive creative director at Cossette, in a release. “Introducing the cropped Golden Arches to the packaging adds an iconic and playful wink from McDonald’s Canada to the coffee credentials of McCafé.”
McDonald’s is also giving away free coffees through its app this week. Beginning next week, it will give away a limited-edition “McCafé Puffer”—a koozie that lets iced-coffee drinkers hold their preferred beverage, even during cold weather.
The integrated ad campaign includes TV, radio, OLV, DOOH, digital media, paid and organic social, and merch.
“If you’re a McCafé lover, you know that feeling of instant satisfaction after taking your first sip of a great cup of coffee—that ‘mmm’ moment of sheer contentment,” said Rebecca Smart, marketing director for brand strategy and content at McDonald’s Canada.
“And that’s exactly what we leveraged for our creative campaign, showcasing the dependable combination of value, quality and delicious flavour that is McCafé coffee.”
