McDonald's Brews a Battle for Seattle

Golden Arches takes the fight to Starbucks on its own turf

In Seattle, Starbucks has a four time advantage in retail locations over McDonald's in the coffee king's headquarter city. But that didn't deter McDonald's from an aggressive campaign which questioned the intelligence of a four dollar espresso. The idea of an unpretentious cup of java became the basis of McDonald's "unsnobby" campaign.

By reminding consumers exactly how overpriced and snobby coffee had become (one bus poster read: "four bucks is dumb"), McDonald's got people thinking about alternatives. With an aggressive sampling program (free lattes on Fridays, coupons for free lattes online) and the help of a talking, giant-sized coffee cup, McDonald's got the message out that their coffee was less drain on the wallet.

At the website for the campaign, consumers c
TitleUnsnobby Coffee
Campaign Unsnobby Coffee
Advertiser McDonald's
Brand McDonald's

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PostedOctober 2008
Product Subscribers Only
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Media Type Case Study

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Cotton’s got your back during uncomfortable moments in campaign by DDB New York

With a new tv and digital national campaign, DDB depicts uncomfortable moments in four humorous 15 second ads for Cotton Incorporated. Intentionally fast-paced to defend against the consumer’s ever shrinking attention span, the featured scenarios (which you can see in a YouTube playlist here) include:

Disaster Date - a woman grows increasingly uncomfortable as her date begins to point out tattoos dedicated to his ex-girlfriends
Sketchy Situation - a news anchor grows ill at ease while reporting on a Peeping Tom that looks surprisingly like him
Meme - a woman’s embarrassing fall goes viral and sweeps the Internet
First Day Fail – a series of workplace face-plants gets a woman's first day on the job off to an awkward start

Each spot closes with a voiceover reminding us that while various things in life - dating, going viral, becoming a suspect - can feel uncomfortable, your clothes shouldn’t. Cotton. The Fabric of our Lives®.

The campaign builds off the insight that we are living in uncomfortable times. Less sleep, more stress. Less cruise-control, more traffic. The truth is, we feel uncomfortable more and more often these days. Cotton owns comfort…it makes you look good and feel good. So, during uncomfortable moments, cotton’s got your back. You’ll always be physically comfortable in cotton.

Disaster Date, the first spot is running on Network and Cable, and all four spots will run across digital networks and eventually social.