You know you’ve made it big when you are referred to by only one name. But what about a product that needs no name or text? The new McDonald’s ads are part of what has been called an “unbranded” campaign by TBWA Paris. Their branding strategy was to remove the branding, well, most of it. These new ads limit the use of the Mickey D’s trademark logo. Instead, the campaign focuses on showing the iconic images of foods that the fast food chain has become known for, such as the Big Mac.
The iconic images are meant to stand alone, without text, focusing only on the food. But, could another brand do this? Are these food items and their packaging (such as the French fries pictured above), so recognizable as the McDonald’s brand that there is no need for the logo? TWBA explained that they decided to only use the images:
Because when a product speaks for itself, what more could we possibly say? But moreover, why should we say anything else?
We’ve seen other types of creative branding strategies, and they do create a buzz. TWBA also created 3 videos that are a bit ridiculous following the same “no branding” ideas. Here’s the “yoga” ad:
Regardless of your feeling about McDonald’s food, it is interesting that their food products alone have become such a big part of the branding that no logo is needed. What do you think? Are you lovin’ it?
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