MC FLURRY

ClientMCDONALD'S
Category A02. Rebrand / Refresh of an existing Brand
TitleMC FLURRY
Product/ServiceMC FLURRY
Entrant DDB PARIS, FRANCE
Idea Creation DDB PARIS, FRANCE
Credits
Name Company Position
Alexander Kalchev DDB Paris Executive Creative Director
Melanie Pennec DDB Paris Creative Director
Hugues Tanchon DDB Paris Art Director
Mathieu Dublé DDB Paris Copywriter
Sébastien GENTY DDB Paris Managing Director
Cédric Ledoux DDB Paris Planner
Stéphane Gazzo DDB Paris Managing Director
Mathieu Bliguet DDB Paris Account Director
Agathe Bicart-Sée DDB Paris Account Director
Laetitia de Camas DDB Paris Account Executive
Thibaut Pirioux DDB Paris Art Director Assistant
Jonathan Haddad DDB Paris Art Director Assistant
Florentin Heyraud DDB Paris Art Director Assistant
Xavier Royaux McDonald's Senior Vice President
Maurizio Biondi McDonald's Manager Marketing Trade
Clémence Arnaud McDonald's Marketing Manager
Louis Esnon McDonald's Advertiser Supervisor
Alex Vigreux McDonald's Product manager

Background

McFlurry is supposed to be the coolest/youngest ice-cream ever. But McDonald's France didn't communicate about it since 2000. And teenagers have changed quite a lot since 2000. So, our challenge was simple: forget everything about the McFlurry, and re-create a real new sub-brand to re-conquer our millennial target.

Describe the creative idea (40% of vote)

We wanted to talk about our strongest USP: The McFlurry it’s more than 120 possible mixes, from the very classic to the most unexpected. We looked at our young target and came with a simple idea: This generation is a mix too: in 2019 you can listen to metal but wear colorful clothes, put joggings and be a hipster… So, you Dear, must find the perfect ice-cream for you.

Describe the execution (40% of vote)

We did mix techniques, inspirations and musics to build a design centric but integrated campaign. 1 new identity, 4 unique packagings designed by illustrators, 10 super targeted Youtube pre-rolls, a partnership with Vice to create some cool branded content video about mixed creations, a design contest on snapchat where users could personalised their own cup, and dozen of social media assets.

List the results (20% of vote)

Sales : +9,7% Product memorization +13 pts Brand Affinity : +12pts Product preference : +8pts. submissions on snapchat : + 8,000 36M media impressions 11M views.