door Keith Meenan
CHICAGO- In the latest rebrand, McDonald's will retire its longtime mascot, Ronald McDonald, in favor of a new, original creation: Tommy Shrub, the mime with an undiagnosed chemical dependency.
Created in 1963 by Willard Scott, Ronald McDonald is one of the most famous advertising mascots of all time.
So why this sudden confusion?
Percy Hanover, head of advertising at McDonald's, said: "I grew up with Ronald. Chances are if you're reading this article you grew up with him too. But times are changing and we want a new mascot that's up to date with the latest generation. can grow with us." of affordable fast food restaurants."
“So we created Tommy Shrub, a mime artist who, despite a crippling chemical addiction, still loves McDonald's so much that he will fight through the pain of his life every day to promote our food.”
While some may consider this a controversial backdrop for a fast food mascot primarily aimed at children, Hanover explains that these concerns have been taken into account.
'There is no glorification of drugs here. Tommy Shrub reflects a real struggle that millions of Americans face every day. Yet, and what I think is the beauty of his character, Tommy rises above that to promote affordable, fast food for the entire world.”
Hanover continued, "We deliberately keep the substance under surveillance so as not to encourage abuse and to allow consumers to project their own struggles onto him. But it's probably heroin or crack or something like that."
The first Tommy Shrub ads are expected to debut this winter.
Only time will tell whether his tagline, “I love this McDonald's food almost as much as the drug I'm taking,” will catch on as much as “I love it.”
FAQs
Critics claimed that a clown mascot targeting children for fast food is unethical. A group of 550 physicians and other health professionals took out newspaper ads in 2011, saying that Ronald McDonald should be retired. Ronald McDonald made fewer appearances since 2016 due to the 2016 clown sightings.
Why did McDonald's get rid of their mascots? ›
With the introduction of the "I'm lovin' it" campaign, McDonald's advertising began to focus more on adults and less on children. While Ronald McDonald continued well past that time, this virtually marked the end of the McDonaldland characters, who have appeared only occasionally since then.
Was Ronald McDonald a real person? ›
—McDonald's doesn't like to acknowledge that Ronald McDonald isn't real. The company, based in Oak Brook, Ill., wouldn't answer when asked repeatedly by the AP in 2011 how many actors it uses to portray the clown. "There's only one Ronald," an executive said.
How old was Ronald McDonald when he died? ›
How old was Ronald McDonald when he died? Willard Scott, the very first Ronald McDonald, died in 2021 at the age of 87.
What was Ronald McDonald accused of? ›
Ronald Carroll McDonald (February 25, 1926 – August 7, 2011) was an American convicted child molester known for playing Santa Claus for over 25 years before confessing to his crimes.
Why did McDonald's get rid of playgrounds? ›
In the 2010s and 2020s, PlayPlaces have appeared less frequently in new and renovated restaurants, reportedly due to factors such as health and safety concerns, decreased usage, families eating out less, a shift in marketing from kids and families to young adults, and McDonald's wanting to present a more "sleek and ...
Will there be a Grimace Shake in 2024? ›
The Grimace Shake celebrated the 52nd birthday of Grimace, the purple milkshake-loving character from McDonaldland. The shake was then introduced in Canada, starting on May 14, 2024, for a limited time.
Who is the purple guy in McDonald's? ›
Originally introduced as "Evil Grimace," he was initially a villainous character who stole milkshakes from customers. That persona quickly shifted, though, and he is now known as the fuzzy, lovable, purple best friend of Ronald McDonald.
Who was the Mcdonalds mascot as a girl? ›
Birdie the Early Bird
She is McDonald's most recognizable female character. She appeared for the first time in 1980 in a commercial, coming out of a giant egg that fell in McDonald's and found Ronald and the rest of the characters. Birdie arrived to promote breakfast products.
Is there a girl Ronald McDonald? ›
But the man behind the campaign insists he did not create a female Ronald McDonald - but merely appropriated his instantly recognisable outfit.
(Reports indicate that Grimace is 52 years old.) Grimace himself announced the treat in a takeover of the company's social media accounts.
Does Ronald McDonald have a sister? ›
Despite his cruelty and brutality, Ronald does care for his family, especially his sister Daisy, ever since she died, Ronald swore to have his revenge on the Grahams.
Why did McDonald's get rid of monopoly? ›
In 2001, the U.S. promotion was halted after fraud was uncovered. A subcontracting company, Simon Marketing (then a subsidiary of Cyrk), which had been hired by McDonald's to organize and promote the game, failed to recognize a flaw in its procedures.
Why did McDonald's get rid of their playgrounds? ›
In the 2010s and 2020s, PlayPlaces have appeared less frequently in new and renovated restaurants, reportedly due to factors such as health and safety concerns, decreased usage, families eating out less, a shift in marketing from kids and families to young adults, and McDonald's wanting to present a more "sleek and ...
Why did McDonald's get rid of Grimace? ›
Bergold Jr., McDonald's previous vice-president of advertising, wrote in QSR Magazine in 2012, adding that "Evil Grimace" was inadvertently scaring their young customers. "We changed him to a soft, plush, two-armed blob of a sweetheart who only wanted McDonald's milkshakes and to hang out with Ronald."
Why did McDonald's get rid of ball pits? ›
Several reasons- lawsuits , hygiene, lost worker time, noise and cost of upkeep. Anyone that ever worked at McDonald's with a play place, knows exactly what I am talking about. The ball pit was nearly impossible to keep clean. Children with dirty diapers, playing in it was a bacteria minefield.
