TITLE

McDonald's execs explore makeover for Ronald icon

AUTHOR(S)
Kramer, Louise
PUB. DATE
August 1999
SOURCE
Advertising Age;8/16/1999, Vol. 70 Issue 34, p14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the attempt of McDonald's Corp. to upgrade the image of its spokescharacter Ronald McDonald in 1999. The company believes that Ronald can be extended beyond his current usage in television spots aimed at kids and personal appearances at events, school programs and restaurant openings. He also serves as ambassador for Ronald McDonald House Charities. Moreover, he has been given his own home video series created by animation studio Klasky Csupo. The company believes spokescharacter can do more, from appearing on licensed products such as stationery to participating in high-profile public relations stunts such as delivering Happy Meals to the United Nations.
ACCESSION #
2166383

 

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