Mc Donald's Wake-up Service

McDonald's threats Starbucks about coffee competition. McDonald’s is making a very strong push to promote its coffee. Following the unusual Sort Your Head outdoors campaign, has created a fun print ad campaign promoting McDonald’s premium roast coffee.

The “Wake up with a premium roast coffee” campaign features wind-up toys depicting a Worker, Mechanic, and a Salesman, all jobs that require starting fresh early in the morning.

The toys are shown seemingly sleepy and without energy, and are invited to wake up with McDonald’s new premium roast coffee.

Mc Donald's mindset is full of burger. That's why it's very difficult to reposition itself with a new product category. On the other hand, Mc Donald's is very experienced company about positioning.