Ronald gets McMakeover
by Meat&Poultry Staff
|Click to see Ronald's new wardrobe.
OAK BROOK, Ill. – Ronald McDonald will join the legions of social-media users as McDonald's Corp. prepares to launch a re-imaged mascot and a new promotional push.
The iconic figure will engage consumers on Twitter using #RonaldMcDonald.
“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,” said Dean Barrett, senior vice president, Global Relationship Officer. “Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant.”
Ann Hould-Ward, a Tony Award-winning theatrical designer, created Ronald's new wardrobe, which includes yellow cargo pants and a vest, accompanied by a red-and-white striped rugby shirt. His big red shoes will remain the same. For special occasions, Ronald will don a red blazer with the Golden Arches on the front pocket and his signature on the back, and a special bowtie.
McDonald's developed revamped in-store graphics, furniture and other design elements featuring the re-imaged Ronald McDonald. Owners of new or remodeled restaurants will have the opportunity to incorporate the updated designs within restaurant interiors over the next few years, according to the company. Later this year, consumers will see television ads and other promotional materials with the new Ronald.