Retail Marketing - Shopping Center Marketing

McDonald’s continues to look for ways to peddle the Happy Meal to both kids and their increasingly health-conscious parents. An online presence, with its own URL (www.HappyMeal.com), is just one way the brand is trying to further extol its own message, as well as that of the parent company.

Youth Everlasting
The Happy Meal site carefully adheres to the overall McDonald’s “Forever Young” equation, conforming to the brand aspiration to be “familiar and new…traditional and contemporary…predictable and surprising…timeless and timely,” as well as “appeal to kids and adults.” And staying “forever young” involves a little bit of levity, not in-depth conversations about calorie counts.

[Full Story by Jennifer Gidman at Brand Channel]