I look like Anthony Michael Hall

Leading Team America to Victory!

McDonald’s Global Packaging Re-Branding

When McDonald’s UK-based global design agency struggled with McDonald’s voice on packaging, the client asked me to lead the American copywriting team. The goal? On-brand messaging that would strike up conversations with customers about the menu items they loved.

My team created the American voice for the packaging, while the design agency created the European voice. The global regions were then allowed to choose from the two. I was pleased to watch America win in a landslide, and see our team’s work translated all over the globe. U-S-A! U-S-A!

Leading Team America to Victory!

McDonald’s Global Packaging Re-Branding

How do you position a generic menu item like soft drinks as an “only at McDonald’s” brand experience? In this case, by noting how wonderfully McDonald’s drinks and signature French Fries complement each other. The essence of “i’m lovin’ it.”

Leading Team America to Victory!

McDonald’s Global Packaging Re-Branding

The Big Mac is a burger like no other. In fact, what with the middle bun and all, you might even call it offbeat. We wanted the messaging to be likewise.

Leading Team America to Victory!

McDonald’s Global Packaging Re-Branding

True story: We took a group of kids to McDonald’s and bought them more McNuggets than they could possibly eat. But the kids still hoarded the McNuggets away from each other. It made us realize that, along with all white meat and 0 trans fats, a key McNugget ingredient is greediness.

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