McDonald's latest branding effort is a blast from the past and involves the resaurant chain's retro mascot, The Hamburgler. While the original mascot may be known for his outrageous and outlaw-inspired look, his re-incarnation is a little more relatable and resembles a hipster dad than rather than a burger-stealing criminal.
Appealing to young parents, the fast food chain has released countless images of their new mascot via Twitter and have even aired a commercial that features their new brand representative.
Though boasting a re-branded version of the beloved mascot, this new McDonald's ad concludes with The Hamburgler's iconic "Robble, Robble" quote. Appealing to lovers of nostalgia, fast food brands are re-creating forgotten mascots in a contemporary way. McDonald's latest marketing strategy appeal to millennials who grew up in the days of the original Hamburgler but re-brands the mascot to fit their age demographic and interests--in this case a suburban dad who loves to barbecue for his family.
Hipster Fast Food Mascots
McDonald's Rebrands The Hamburgler as a Suburban Hipster Dad
Trend Themes
1. Reinventing Retro Fast Food Mascots - Using nostalgia to appeal to younger generations and rebranding forgotten mascots to fit current interests.
2. Targeting Millennial Parents - Developing marketing strategies and branding efforts that appeal to young parents.
3. Hipster Dads as Marketing Personas - Creating advertising campaigns that reflect the interests and lifestyles of modern fathers.
Industry Implications
1. Fast Food Industry - Developing new marketing strategies and rebranding efforts to appeal to younger generations and modernize their image.
2. Advertising Industry - Focusing on creating advertising campaigns that reflect the interests and lifestyles of modern consumers.
3. Parenting Industry - Developing products and services that cater to the interests and lifestyles of modern parents, specifically young fathers who identify as hipsters.