Mcdonald's gives Hamburglar a makeover as part of new marketing campaign
Investors felt disappointed with the company’s plan
US hamburger giant Mcdonald’s has launched a new marketing campaign to create more “brand excitement” amid rising competition and string of earnings misses.
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The new campaign stars Hamburglar, one the company’s iconic characters, who has being brought back to network television for the first time since 2002, with a new attractive look.
“We felt it was time to debut a new look for the Hamburglar after he’s been out of the public eye all these years,” McDonald’s vice president of U.S. marketing Joel Yashinsky, said in a statement. “He’s had some time to grow up a bit and has been busy raising a family in the suburbs and his look has evolved over time.”
Nevertheless, investors seemed disappointed with the company’s new move, and pointed out it was a bad strategy to face mounting competition.
"It's practical, but for a company that had been preaching in its last earnings update about taking more risk, it certainly seems to be lacking that," R.J. Hottovy, a senior analyst told Masheable.
"It doesn't seem like it's taking a leadership position, just catching up."
Our hunt for Hamburglar is ON. Please share sightings and known whereabouts of this man. pic.twitter.com/WsJN1uZzsA
— Hamburglar (@McDonalds) May 11, 2015