OAK BROOK, Ill. — Beginning in November 2008, McDonald's will introduce its new generation of global packaging, the most comprehensive rollout in the brand's history.
All 118 McDonald's countries will participate in the rollout over the next two years, putting the brand's food quality story on all its packaging. Through a blend of text and images, the new packaging will illustrate the high-quality ingredients and food prepared at McDonald's.
The new packaging will be consistent around the world.
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| McDonald's current packaging | McDonald's new global packaging |
"Our new packaging is a fresh way of sharing McDonald's food quality story with our customers," said Mary Dillon, McDonald's global chief marketing officer.
Soraya Garcia, McDonald's director of global communications said that the new messaging on the packaging is an effort to meet consumer demand for information about their food choices.
While the packaging will reflect a global branding framework, the food quality message will be shared in consumers' local language — a total of 21 different languages. The new McDonald's packaging will be introduced first in the United Kingdom, Ireland and the United States and continue rolling out worldwide through 2010.
McDonald's new packaging was developed by Boxer, a subsidiary of The Marketing Store Worldwide, located in Birmingham, U.K. Boxer also worked on the original "I'm lovin' it" and Global Casting Call packaging designs for McDonald's.
The "I'm lovin' it" packaging launched in 2003. In 2006, McDonald's added nutritional information to its packaging and released the Global Casting Call packaging, which featured photos and stores of consumers around the world.
The new packaging also fits into McDonald's sustainability efforts. About 82 percent of the company's consumer packaging is made from renewable — paper or wood — materials, Garcia said.
"McDonald's has made significant strides in this area for more than 20 years," Garcia said. "We've also begun using a Global Packaging Scorecard, which is an improved packaging design tool. With this scorecard, we can score one type of packaging against another to determine which is more environmentally friendly (comparing those with) more renewable materials, more recycled content, etc."
The new packaging will roll out in phases over the next two years:
- Phase 1 (Beginning November 2008): United States, United Kingdom, Ireland
- Phase 2 (2009): France, Germany, Austria, Japan, Brazil, Spain, Portugal, China, Canada, Russia, Australia, New Zealand, Sweden, Norway, Finland, Denmark, Poland, Taiwan, Hong Kong, Netherlands, Gulf States
- Phase 3 (2010): Latin America, Indonesia, Malaysia, Italy, Korea, Switzerland, Caribbean, Thailand, Egypt, Turkey, Israel, and remaining European countries (using graphics only).
