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McDonald's® Unveils New Global Packaging System

Lifestyle Graphics Reflect "i'm lovin' it™" Customer Campaign

Dec 16, 2003

McDonald's today unveiled a new and innovative global packaging design inspired by the company's "i'm lovin' it" global brand campaign. Featuring images of people enjoying life's simple pleasures, the packaging furthers McDonald's creative intent to connect with customers worldwide in fresh, relevant ways.

The United States, Canada and Latin America will be among the first to implement the new global packaging, which will be phased into McDonald's restaurants on adult bags and cold cups beginning January 2004. New "i'm lovin' it" Happy Meal packaging will roll out in March 2004. Conversion of all packaging in McDonald's 30,000 restaurants worldwide is expected to be complete by late 2004.

"This new global packaging continues our relentless focus on customers and on communicating a new energy and attitude for our brand," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "It's another signal that things are changing at McDonald's, and we are communicating with customers worldwide with a new voice and new attitude. It is the first time in our history that a single set of brand packaging, with a single brand message, will be used concurrently around the world."

McDonald's new packaging features state-of-the-art photography depicting real people doing things they enjoy -- listening to music, playing soccer, and reading to their children. The images portray how people live and what they love. McDonald's "i'm lovin' it" theme will appear in a variety of different languages to further reflect the global community McDonald's serves.

McDonald's Taps Boxer U.K.-based Design Agency for Global Packaging Assignment

Boxer, a design consultant firm based in Birmingham, England, was chosen by McDonald's to develop the initial graphic packaging design. Boxer used an innovative mix of "street casting" and more traditional models/athletes to depict key packaging scenarios. "We were very impressed by Boxer's breakthrough approach to the casting process as well as the company's creative grasp of our new brand attitude and style," said Light.

Boxer selected renowned British photographer Nick Clements, known for lifestyle photography, for the McDonald's packaging assignment. "We were really inspired by McDonald's new approach to borderless marketing and the challenge of applying this philosophy to package design," said David Poole, Managing Director of Boxer. "Our goal is to create a personal communication with customers via strong lifestyle imagery they can relate to and understand."

New Packaging Signals Next "Rolling Energy" Phase

McDonald's new global packaging represents the next phase in the company's "Rolling Energy" marketing approach, which is continuing to energize brand McDonald's worldwide. It involves a multi-year worldwide marketing calendar that provides consistency in messaging and communications to customers and employees. The "Rolling Energy" program features a variety of integrated marketing activities, including the new packaging, restaurant promotions, media planning, new products, merchandising and internal marketing.

"When we leverage our resources, talent and infrastructure, the power of the McDonald's system is unparalleled," Light added. "We continue to work together to move this brand forward in ways that customers everywhere will find fresh and appealing."

McDonald's is the world's leading food service retailer with more than 30,000 local McDonald's restaurants serving 47 million customers each day in more than 100 countries. More than 70 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.

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SOURCE: McDonald's Corporation

CONTACT: Lisa Howard of McDonald's, +1-630-623-5044; or Jeff Olson of
Golin-Harris, +1-312-729-4231

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