Wednesday, August 16, 2006

Not So Golden Arches Anymore

Ok, I'll admit it. When I was a child I loved heading over to Micky D's for a Happy Meal so I could get a toy and enjoy those oh-so-lovely french fries.

Times have changed and the Golden Arches have lost their luster. Perhaps the increase in child obesity is one reason. Another one may be movies that brought light to the risks of fast food.

It's probably as fun being Ronald McDonald now as it was being the Marlboro Man back in the day. McDonald's is now under the microscope much like cigarette companies were a few years (and lawsuits) ago. This obviously includes their marketing as well.

That's why the recent "Hummer of a Summer" promotion between McDonald's and Hummer has got me perplexed. It's got all the signs of a marketing and PR nightmare.

After enough visits, kids can collect up to 8 different toy Hummers. Environmentalists and critics alike are having a field day with the promotion. (As pointed out by an accordian player I know, check out the parody site that links from the Sierra Club website.)

As noted in the NY Times, in a written statement the CMO of McDonald's said that the promotion was intended to bring "the fun and excitement of Hummer vehicles to McDonald's youngest guests".

Is that the fun and excitement of promoting a military-type vehicle, costing a monthly mortgage payment to fill-up while contributing to the further pollution of the environment?

Sorry but the clown is capable of doing much better.


Blogger Jason said...

I think this whole anti-McHummer campaign is much ado about nothing.

1. The toy in my two-year old's happy meal today is not going to influence his car buying decisions 20 years from now.

2. If you bothered to talk to an actual child, you might have learned that the toy hummer doesn't burn any gas at all. It's just a toy ... car.

2:33 p.m.  
Anonymous Anonymous said...

Aw c'mon Jason.

Would you say the same thing if it was GI Joe?

4:41 p.m.  
Blogger Jason said...

Hell yes! I was in the Army Reserves for 3.5 years. I was supposed to go to Kuwait during the first Gulf War, but developed a medical condition that led to my discharge. If my son wants to play with GI Joe, I'm all for it. I'd be very proud if he decided to serve his country in the Army or Marines.

10:40 p.m.  
Anonymous Anonymous said...

Its not about the 'literal-ness' of it. Its more the point of a corporation like McDonald's having a bit of responsibility.

We (at least in Canada) have grown too used to Liberal governments deciding who is responsible for what. Its about time individuals and corporation take some responsibility for their actions.

Maybe YOUR child isnt influenced, but that doesnt mean no children are. Not all parents take the time to tell their children whats right and wrong.

11:36 p.m.  

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