McDonald's rolls out new tagline for TV and print

<p>BANGKOK: McThai Co, the majority operator of McDonald's restaurants </p><p>in Thailand, has introduced a new slogan and logo, the first major </p><p>branding change in 17 years for the chain. </p><p><BR><BR> </p><p>The new slogan "It's Mac Time, It's Smile Time" is a slight shift from </p><p>the "Good Time, Great Taste" line, and closely matches McDonald's global </p><p>brand campaign, "We love to see you smile", which was launched late last </p><p>year. </p><p><BR><BR> </p><p>The centrepiece of the campaign, created by Leo Burnett, is a TVC </p><p>depicting a young couple whose infant son takes his first steps in order </p><p>to give his french fries to a baby at another table. </p><p><BR><BR> </p><p>The finale of the commercial, which runs in 30- and 45-second spots, is </p><p>the new McDonald's logo: the golden arches underlined by a golden </p><p>smile. </p><p><BR><BR> </p><p>A new Thai-language jingle accompanies the spot. </p><p><BR><BR> </p><p>The TVC's portrayal of the "magic moment" serves to reinforce McDonald's </p><p>brand values, according to Kaweemat Tangkiripiman, McThai's marketing </p><p>manager. "The campaign's key message is that McDonald's is not just a </p><p>place to have great food, but a place to experience positive, uplifting </p><p>moments." </p><p><BR><BR> </p>