Ronald McDonald gets a makeover, takes on Twitter
Ronald McDonald has received a wardrobe makeover and a new marketing role within McDonald's. Ronald McDonald's smiling face will be featured in in-store graphics, furniture and other design elements at McDonald鈥檚 restaurants around the world.
This undated image provided by McDonald's on Wednesday, April 23, 2014 shows the character Ronald McDonald with updated clothing. On Wednesday, the company said the mascot will take an active role on social media for the first time. The move marks a turnaround from recent years, when he faded to the background as McDonald鈥檚 came under criticism for using him to market to children. But the world鈥檚 biggest hamburger chain seems ready to give its clown a higher-profile role as it works to boost weak sales.
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At McDonald鈥檚 Corp.鈥檚 2011 annual shareholders meeting, the representative of an organization critical of the company鈥檚 marketing called for the retirement of longtime mascot Ronald McDonald. Then-CEO Jim Skinner stared down the speaker and said firmly, 鈥淩onald McDonald鈥檚 is an ambassador for good. Ronald McDonald isn鈥檛 going anywhere.鈥�
Nowhere but digital. Ronald McDonald has received not only a reaffirmation but also a wardrobe makeover and a new marketing role with the company. The clown who first represented the company in 1963 will be active in social media for the first time. Using the #RonaldMcDonald hashtag, he will be on 鈥渁 global mission to rally the public through inspiring events,鈥� the company said in a statement.
Ronald鈥檚 smiling face will be featured in in-store graphics, furniture and other design elements at McDonald鈥檚 restaurants around the world. TV advertising with the 鈥渘ew鈥� Ronald breaks later this year.
Befitting a middle-aged icon, Ronald gets restyled with a new red blazer with the Golden Arches logo on the front pocket and Ronald鈥檚 stylized signature on the back. Oh yes, there鈥檚 a bow tie as well. Another ensemble includes yellow cargo pants and a vest with a red-and-white-striped rugby shirt. McDonald鈥檚 didn鈥檛 mess with the oversize shoes. Broadway designer Ann Hould-Ward, whose costumes for 鈥淏eauty and the Beast鈥� won her a Tony Award, created the new look.
鈥淩onald brings to life the fun of our brand by connecting with customers around the world, whether he鈥檚 promoting literacy or spreading cheer at a Ronald McDonald House,鈥� Dean Barrett, SVP-Global Relationship Officer, said in the release. 鈥淐ustomers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant.鈥�