Must be McCafé

Must be McCafé  is a brand platform we developed for McDonald’s based on the one insight we had about Mcdonald’s coffee – those who try it realize it’s “actually good.” So, we claimed all those tell-tale signs of great-tasting coffee and launched with a :30 that leveraged the most well-known sign of all… “mm”.

On social, we Engaged Winter Iced Coffee Drinkers by releasing The McCafé Puffer. Iced Coffee drinkers are often ignored in the winter and left to freeze their fingers off. So, we created the first iced coffee sleeve to help protect their hands from the cold. Why wear gloves when you can sport the season’s most fashionable puffer?

Credit to @talmakesthings for making these things.