Tag Archive | luxury brand

Is McDonald’s trying to become a luxury brand? Capitalism, minimalism, decadence and French fries.

What is happening to McDonald’s? Is the brand going bananas, or is it about to make the smartest move ever?

 

The facts:

From RocketNews24: ‘McDonald’s Japan recently unveiled the Quarter Pounder Jewelry series of premium high-class burgers, laughing at your conventional definition of fast food. But at 1,000 yen (US$9.93) without fries or soda, and including quality ingredients such as truffle sauce, pineapple, or chorizo, these fancy burgers are unusual menu items for a fast food chain.’

TAXI – The Global Creative Network reportsTo match up to the quality of the premium burgers, the fast-food giant also packed them in exquisite-looking minimalistic packaging.

As opposed to its brown paper bags, McDonald’s used glossy white paper bags—much like those you’d receive when you shop at fancy branded outlets—that were printed with “golden arches” in gold foil on the front.

Each burger was also wrapped with a gold-colored paper sleeve, and placed in a luxury-watch-box-packaging lookalike of a glossy white paper box.

Would you pay more for McDonald’s if they used quality ingredients and posh packaging? Or is this just decadent?’

Here’s one of the comments left by the users: ‘This is a prime example of putting lipstick on a pig…’

And a collection of pictures of said luxury junk delicacies.

1 2 3 4

This is what they look like in real life, anyway.

5

Meanwhile, in France, the new ad campaign features close-up photos of chips, a Big Mac, a Filet-o-Fish, and other products. No text. No copy. No logo. Nothing but the product.

mcdonalds-france-big-mac mcdonalds-france-french-fries

“Minimalistic” is the word.

A concept that is growing popular, recently, especially when it comes to luxury brands. As a great article – ‘the Rise of the Unbrand’ – on the Harvard Business Review puts it, ‘Today, some major mainstream brands are even removing their logos voluntarily. Take Selfridges & Co. The UK-based company was voted Best Department Store in the World at the Global Department Store Summit in 2012. With stores in London, Birmingham and the Manchester region, they are experimenting (and succeeding) with a very counter-intuitive brand strategy of creating silence. As part of their “No Noise” initiative, they’ve launched something called The Quiet Shop, a store-within-a-store for which some of the world’s most respected brands have actually removed their logos. These “de-branded products” includes the very-well-known brands Levi’s, Creme de la Mer and Beats by Dre — just without their signature logos.’

So, is McDonald’s trying to appeal to Gen Y – which, as we said elsewhere, lives and loves the paradox of the concepts of luxury and junk, sort of Apollonian and Dionysian dichotomy – and reinvent itself as a thoughtful and decadent luxury brand, or have they just lost the plot?

Talking about junk food, Japan and decadent stuff, this photo was posted by a Burger King employee, who was fired after it went viral. There is the allure of capitalism, a crucifixion that reminds us of Mantegna and Guido Reni, the sadness of post-Marxism, and a bucket full of God knows what, here.

burgerkingfired

And here’s the good old junk approach: no vain ambitions, no frills, no exotic dreams of luxury and pineapple in burgers, just the ultimate Call to Action – “Got a couple of bucks? Good, come here and give it to us.”

kfc_direct

Photo sources: TAXI – The Global Creative Network http://designtaxi.com/ PR Daily http://prdaily.com/Main/Home.aspx RocketNews24 http://en.rocketnews24.com/

What do you think?

London Web Agency Appnova – keep following us on Twitter @appnova and “like” us on Facebook for useful news and tasteful digressions about geeky stuff.

SADvertising / Three sad, bad and/or depressing ads, feat. Timberland, McDonald’s and – yep, again – Chanel and Brad Pitt.

I was trying to find something uplifting and inspirational on the Internet, you know, one of those motivational things like “Hell Yeah It’s Friday!” that make us smile and think that everything is going to be fine because the weekend is here and friends are coming over and beers are going to fly and cats are all over the place, but for some strange reason, Twisted Sister Serendipity brought me to the Wasteland of Depressing Ads.

Here’s a fine selection of ads gone wrong.

I found this on Business Insider Australia: ‘McDonald’s In Australia Just Released A Series Of Really Depressing Ads’

mcdonaldsdepressingad

(image courtesy of Business Insider Australia)

Then this appeared in my Facebook feed, and I felt even more depressed.

timberlandretire

(image courtesy of Ads of the World)

Dulcis in fundo (last but not least, that is) while I was about to publish this post, my eye fell on the last article, featuring Brad Pitt (and his empty eyes) for Chanel, next to a pile of rubbish.

chanel_catford

(image courtesy of the Internet)

Happy weekend.

What do you think?

London Web Agency Appnova – keep following us on Twitter @appnova and “like” us on Facebook for useful news and tasteful digressions about geeky stuff.

Luxury Beauty Brands 2.0 / How to look classy online, feat. “Snooki” Polizzi, L’Occitane en Provence, The Sanctuary and Josie Maran.

I don’t have a TV set. The last time I had one I was at uni. It was 1997. The other day I went to visit a friend; he’s got a TV set, and suddenly I found myself channel surfing like a young Leroy “The Masochist” Smith in Big Wednesday.

After a little while, I sat and wondered:

snooki

It looks like there are way more Snookis, WAGs, Tulisas, Geordie Shorettes, TOWIE-sque beauties out there than Carole Bouquets, Audrey Hepburns and Zooey Deschanels.

Moreover, brands often – even plush ones – when it comes to social media, tend to adapt their image to the latest trend, which means that several times they end up looking like a chav, i.e. a not very classy individual with an expensive Burberry cap.

It’s true, thanks to gangsta rappers and Reality TV stars now luxury brands are much more ‘street’ than before, LOL and YOLO and the rest, but still, a luxury brand should stay true to its roots and perpetuate the purest ideals of beauty, elegance, and excellence (that means Coco Chanel is a good style icon, Nicki Minaj is not).

So, if you really need to give it a twist, use your brain.

Want to depict immortal beauty and allure? Ask Ellen von Unwerth to take care of the photoshoot, just like The Sanctuary did (and yes, you are right, we created their website ;)).

sanctuary

Want to engage your customers and keep them coming back for more? Choose culture, nature, healthy recipes and Vintage Posters of Provence, instead of OMG-scandal-scoop-unseen-footage-blah-blah-bloody-blah.

Look at L’Occitane en Provence on Pinterest, for instance.

occitane

Want to use Instagram in a different way? Stop posting pictures of parties with Rihanna and Drake, and give us some real pictures, like Josie Maran. She’s a mom and a business woman, and found a way to make these traits live together; moreover, her Instagram images show a brand’s human face, and the real deal, i.e. how to look cool and well-groomed even if you have to take care of a wild 1-year-old baby.

josiemaran

What do you think?

London Web Agency Appnova – keep following us on Twitter @appnova and “like” us on Facebook for useful news and tasteful digressions about geeky stuff.