The McDonald’s marketing machine launched their new packaging yesterday at McDonald’s International Media Days 2008. The revamped images are meant to emphasize the product as opposed to the brand.
Chief Marketing Officer Mary Dillon noted that the packaging change was a big part of the McDonald’s branding transition: "This packaging is all about simple, easy enjoyment."
McDonald’s is attempting to change consumer perception of the brand from ‘fast food’ to ‘good food fast,’ as McChronicles points out.
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