McDonald’s is airing almost great advertising at the moment for its dollar menu list of items.
Two points are worth learning from this advertising.
First, there is a potential big idea in one of the spots where two men in an office are bantering about how much certain things cost, their haircuts, one’s tie, etc., when a woman eating a dollar double hamburger from McDonald’s enters the conversation. The potential big idea is when the voice over introduces the language, “dollar millionaire,” a new way to talk about dollar menu promotions. But the campaign does not develop this as a big idea. It is not even in all of the spots in the campaign.
Second, McDonalds also misses the opportunity to make this idea link to their brand. Could be McDollar Millionaire. Could be McMillionaire. But the language is used generically.
good point, although previous commercials did expand on the millionaire idea…McDonald’s referred to the concept as being a Dollar Menunairre.
perhaps it was too difficult to remember, spell, etc.? but the “dollar menu” moniker (vs. BK’s Value Meal, etc) is the identity McD’s is promoting.