Ronald McDonald gets an image, mission makeover

April 24, 2014

McDonald's mascot Ronald McDonald has received an image makeover and will also take on new missions to engage consumers.

According to the company, for the first time, Ronald McDonald will take on an active role in the brand's social media channels, using the #RonaldMcDonald hashtag. His new mission statement is: "Fun makes great things happen."

"Ronald brings to life the fun of our brand by connecting with customers around the world, whether he's promoting literacy or spreading cheer at a Ronald McDonald House," Dean Barrett, SVP, Global Relationship Officer, said in the release. "Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant."

Owner/operators of newly built and remodeled restaurants throughout the system will have the opportunity to incorporate revamped in-store graphics, furniture and other design elements featuring Ronald McDonald within restaurant interiors. Television ads and promotional materials in the U.S. with the newly reimaged mascot will begin appearing later this year.

New look

Ronald McDonald's new look includes a new wardrobe, with yellow cargo pants, a red-and-white striped rugby shirt and a vest. His iconic big red shoes will remain unchanged.

For special occasions, he will don a new red blazer with the Golden Arches on the front pocket, as well as a bowtie.

Ronald's new clothes were designed by theatrical designer Ann Hould-Ward. In addition to countless Broadway, off-Broadway, and regional theater credits, Hould-Ward won a Tony Award for "Beauty and the Beast," and received nominations for "Into the Woods," and "Sunday in the Park with George."

"It's wonderful to see what Ronald means to people around the world," said Marlena Peleo-Lazar, Chief Creative Officer for McDonald's USA. "We couldn't be more excited to give him a new look and send him off to visit his fans everywhere."

Topics: Marketing / Branding / Promotion , Online / Mobile / Social

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