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Ronald makes a comeback amid concern that McDonald's is targeting children
by Daniel Bates - 08/04/2011
"Ronald McDonald is to star in a series of adverts for McDonald’s and return as the face of the company for the first time in years."
The commercials, to be screened in the coming months, will show him dancing and encouraging children to visit his website and download photos.
The move by McDonald’s is a sign the company is once again directly targeting children in an attempt to lure them into its restaurants.
It had previously gone after their parents by offering espressos and redesigning restaurants to look more like coffee shops.
Ronald McDonald has been the company’s mascot for the past 48 years but has been out of sight in recent times.
Experts said his ‘cute’ appeal had started to wane amongst today’s savvy pre-teens and that he had started to become a liability.
The U.S. based watchdog group Corporate Accountability International last year branded him ‘a deep-fried Joe Camel for the 21st century’ in reference to the cigarette brand’s iconic adverts.
The new commercials are are part of an effort to show Ronald ‘out and about in the world,’ McDonald’s has said.
In one he is seen chatting to people on the street and posing for pictures with them in a picture frame he is carrying.
Long-serving: The Mascot has been used by the firm for 48 years, but a slimmed down version was last seen on TV in 2005, right
He then encourages children to download various media from his website he calls ‘Ronaldgrams’.
‘You can picture yourself with Ronald at Happymeal.com,’ says the voiceover. ‘Ask parents permission.’
In the last advert to feature the mascot, which was not show in the UK, he had been seen snowboarding, juggling fruit and playing football to try and make him look more sporty.
The return of Ronald McDonald comes a tricky time for the fast food chain.
In the U.S. New York City council members recently attacked McDonald's Happy Meals as a ‘predatory marketing technique’ and set forth rules to effectively ban them.
McDonald’s has defended Ronald McDonald and said his mission is to ‘promote joy, fun and the spontaneity of the brand’.
‘He never does a hard sell,’ said a spokeswoman.
More Details: http://www.dailymail.co.uk/news/article-1374499/Ronald-McDonalds-comeback-amid-concern-fast-food-chain-targeting-children.html?ito=feeds-newsxml
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