MCDONALD'S WILL UNVEIL NEW CUP and bag packaging Thursday featuring the faces of 24 people around the world chosen from last year's "Global Casting Call," which received 13,000 entries.
One-third of the "Citizen Celebrities" are from the U.S.--with the rest from South America, Australia and Asia, and ranging in age from 5 to 50-plus. They were chosen based on their essays and photos that captured the "I'm lovin' it" spirit.
CMO Mary Dillon and three of the 24 will be on hand to unveil the packaging at McDonald's flagship restaurant at Clark and Ontario in Chicago. A company spokesperson says the campaign was very powerful because the response was great, even though there was no advertising. Instead, it was a grassroots effort with PR, a Web site announcement and directions on packaging.
Tuesday, March 13, 2007
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