McDonald’s Coffee, Smelling like Coffee, MD Chile
The lives of Chileans are increasingly busy. In fact, 40% decline to eat breakfast at home in favor of getting to the office earlier. McDonald’s decided to give away coffee for two weeks while focusing on three key product qualities: free, color and aroma. McDonald’s found a new way to catch the attention of busy consumers in the morning by reaching out to them in the main free morning newspaper. Through the use of special ink, the brand not only changed the print color on the first page but it also injected the aroma of coffee into the paper. The day the special edition paper ran with its free coffee offer, sales of associated products at McDonald’s increased 100%.