OAK BROOK, Ill. (Dec. 17)- McDonald's Corp. said it would introduce next year its first-ever global packaging design, which was developed as part of its "i'm lovin' it" ad campaign that debuted in September of 2003 for 30,000 restaurants in 119 countries. The look of the packaging, which was created by the Birmingham, England-based design consultant firm Boxer, features 14 photographs of people in a variety of poses ranging the gamut from a woman and child blowing bubbles to a young boy gliding on a skateboard. Those images will replace the chain's current packaging, which varies from country to country and typically emphasizes the McDonald's name as well as its Golden Arches logo. "A logo is not a brand strategy," Light explained, adding, "We didn't view our [old] packaging as carrying a brand message. It was a product container." He said the company's goal is that the new packaging would become "walking outdoor advertising." Light also said the streamlined approach would lead to cost savings, but he declined to quantify the amount. McDonald's said restaurants in the United States, Canada and Latin America would be among the first countries to use the packaging, which initially would be phased into restaurants on sandwich bags and adult-size cold cups in January, followed by Happy Meals in March. Worldwide conversion is expected in September of 2004, officials said, adding that functional changes in packaging as well as items like sandwich wrappers remain under review.
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