McDonald’s Commits $100 Million To Coffee War


MSNBC:

McDonald’s Corp. has began a more than $100 million marketing campaign including TV, radio, print, online and outdoor ads for its McCafe line of espresso drinks. The drinks are now being rolled out to the chain’s 14,000 U.S. locations.

The ads portray the drinks as the antidote to a miserable day and aim to get consumers to see the beverages as affordable, quality alternatives to lattes at more gourmet chains like Starbucks Corp.

“We think that the timing is right,” said McDonald’s USA President Don Thompson. “We think the opportunity is right.”

Jean-Pierre Dube, professor of marketing at the University of Chicago Booth School of Business, said it is “extremely important” for McDonald’s to advertise their new drinks right now during the recession because they cost slightly less than others in the sector.

Photo by MSNBC.

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