Word: campaigners
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Dates: during 2000-2009
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...assault on coffee. Over the past 18 months, McDonald's has been steadily introducing lattes, cappuccinos and mochas in individual markets across the country. Some 80% of the company's 14,000 U.S. stores now sell these drinks, and this week McDonald's will roll out a national advertising campaign trumpeting the McCafé section of its menu. The timing of the rollout just happens to coincide with the struggles of Starbucks, whose earnings sank 77% this past quarter, mainly because of charges related to store closures and falling real estate values. McDonald's will gladly kick a double...
...national ad campaign plays off the McCafé name. In one spot, for example, a chore - ironing one's shirt - becomes a much more pleasurable "choré" with McCafé coffee in your hand. That's kind of cute, but why don't the ads highlight the company's one major advantage over coffee competitors: price? With consumer spending still weak, shouldn't McDonald's be explicitly broadcasting its bargains? "Here's what everyone implicitly understands," Thompson says. "With our supply chain and the leverage we have, the products are going to be more affordable than other coffee offerings...
...customers don't respond, however, Thompson promises they'll be reminded of the value. "We are not going to sweep under the rug the affordability aspect," Thompson says. "This is a long-term awareness campaign. You will see everything from taste, indulgence, convenience and price point across the body of work that will be presented over the next couple of years." Yet the company has so far resisted franchisees that have been too explicit about price. Last year in Seattle, a group of McDonald's franchisees ran a billboard that read, "Four Bucks Is Dumb," a clear shot at Starbucks...
...spirit of springtime renewal, a Harvard student group recently got a facelift. Harvard Men Against Rape re-launched itself last month as MenSpeakUp.org, a media campaign seeking to raise awareness about gender-inequality issues. Unfortunately, far from being a refreshing alternative to the tired rhetoric of more established campaigns against sexual violence, MenSpeakUp is not only uninspired, but it also serves as yet another reminder of a movement that ultimately harms women more than it helps them...
...What's really going on behind the scenes of the Canadian bailout of Chrysler has more to do with politics than economics. Car dealers and parts suppliers have engaged in a ferocious campaign to save the automaker, both in Ottawa and at the Ontario legislature in Toronto. At the same time, Harper and McGuinty are fearful of the repercussions of having Chrysler Canada fail on their watch, possibly triggering a collapse of Ontario's auto sector...