…the advertising bomb that is. McDonald’s is preparing to shoot America in the brain with propaganda about their new coffee line, McCafe. According to Advertising Age, McDonald’s is planning on spending $100 million on marketing, which goes to show that regardless of the recession, people gotta eat…and drink. The ambitious marketing effort makes this the biggest launch in company history, with an expected $1 billion in revenues coming from the new drinks.
According to McCafe’s website, the launch will start in roaring Kentuckiana and other Central Illinois areas and feature traditional American coffee fare including cappuccinos, lattes, and mochas.
Worried you’ll miss the launch? Doesn’t sound like it will be a problem. According to Advertising Age:
“I assure you that we’re going to be surrounding the consumer with very relevant messaging,” said Neil Golden, chief marketing officer, McDonald’s USA. He said the initial ads “will pulse on and off very strongly through the summer, with sustained weight well into 2010.” McDonald’s has already started the push with coupon booklets in newspapers for McCafé, which will initially include cappuccinos, hot and iced lattes and mochas, hot and iced coffees, and hot chocolate. McDonald’s will add smoothies and frappes to the line later this year and into 2010.
I’m sure the independent coffee scene isn’t looking forward to yet another equivalent of a knives vs. missile launchers battle in terms of trying to compete with these larger companies, and the only advice I can offer is to beat the big companies is quality and culture…and maybe fear and swords, like in The Last Samurai where the Samurai army defeats the army with guns…but I’d stick with quality and culture.
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