McDonald's Rolls Out New Packaging


Mar 15, 2007

McDonald's recently unveiled its new packaging featuring 24 consumers selected from its first online Global Casting Call, which received 13,000 entries from around the world. Starting this month in the United States and Canada, the new faces will be featured on McDonald's most prominent packaging -- cups and bags -- and ultimately seen by 52 million people a day as the packaging rolls out worldwide.

Mary Dillon, McDonald's Global CMO, revealed the new packaging with the help of three of the selected global casting call "Stars" including: Ocean Smith, an 11-year-old trumpet player from Chicago; Lesley Dahl, a 50+-year-old hiker from Magrath, Alberta, Canada; and Xavier Cotto Bartolomei, a 20-year-old drummer from Toa Baja, Puerto Rico.

Thousands of consumers, including Smith, Dahl and Cotto Bartolomei, submitted personal stories of what they love in 100 words or less along with a digital photo capturing the essence of their stories online at The final 24 new packaging "Stars" (ranging in ages from five to 50+ years) were chosen based on their entries capturing the "i'm lovin' it" spirit, celebrating real people, real passions and real stories.

"The thousands of extraordinary entries submitted in our first-ever online global casting call far exceeded our expectations," said McDonald's Global CMO Mary Dillon. "It demonstrates another way we connect with our customers in unique and fun ways. We're delighted to provide these selected 24 inspiring people an opportunity to share their personal passions with more than 52 million of our customers each day around the world."

The "Stars" join the ranks of famous faces who have been featured on McDonald's cups and bags, including Olympic athletes, tennis superstar sisters Venus Williams and Serena Williams and super-group Destiny's Child.

"It's awesome McDonald's had a global casting call for their packaging. I am so excited to have been chosen," exclaimed new packaging "Star" Ocean Smith. "I've had the best time and become good friends with the other 23 people who were selected ... and now we'll be seen by millions of people all over the world! How cool is that?!"
The new packaging rolls out in restaurants in North America this month, followed by Latin America, Asia-Pacific and Europe in second quarter 2007, and the rest of the world shortly thereafter.