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