咖啡咖啡咖啡。。。。。。

麥當勞搶咖啡市場

在2006年，麥當勞推出Premium Roast drip coffee (drip Coffee滴瀘咖啡)，2007年上市冰咖啡，也開始在美國某些市場測試espresso全系列咖啡。這一波McCafe美國的全國推廣可以說是近三十年來，麥當勞最大手筆的新品上市。
In 2006, McDonald's successfully introduced Premium Roast drip coffee. In 2007, the company introduced Iced Coffees to the menu and began testing the full-line of espresso-based specialty coffees in select U.S. markets. The national introduction of McCafe marks McDonald's largest product launch in 30 years, since the introduction of the Egg McMuffin(R) sandwich to our national breakfast menu in 1977.

麥當勞的去年開始的戰略：
時機點：經濟不景氣，很多星巴客營運點其實結束營業，消費者已經對價格敏感。所以麥當勞瞄準此點，努力吸收星巴客流失的客戶。
麥當勞開拓用餐以外的使用用途--咖啡商機點。
廣告地點：一打就直接打敵人老本營西雅圖，而且專挑離星巴客附近的戶外廣告，所以不管是星巴客的員工上下班，或是正前往星巴客的顧客，通通會看到。
長期戰術：戶外廣告特性就是通常會掛很久，加上麥當勞使用眾多數目的戶外廣告，拼下去了！
抹黑敵人：麥當勞攻擊昂貴或是勢利自負(snobby)的敵人，先直接貼一個標籤上去，點名攻擊。
提出主張：除了攻擊對方外，麥當勞也得要提出一個主張來，目前看到其打"McCafe Your Day"slogan，並且訴諸可以輕鬆每天享受頂級咖啡。因為便宜可以多喝吧，我想。
刺激試用：配合網站unsnobbycoffee.com，三不五時來個咖啡優惠卷。
原始英文版說明：
Location matters: McDonald’s picked Seattle because it is Starbucks’ home ground
Long-term communication plan in mind: this is a follow-up to unsnobbycoffee.com to promote the launch of espresso drinks in the Seattle market
Picking on just one point: position Starbucks as expensive or snobby
A single consistent value proposition that cuts across segments: “We really wanted to point out that ordering an espresso at McDonald’s is quick and simple. Small, medium and large. It’s easy.”
Aggressive intentions: some of the billboards were located near Starbucks cafes. Starbucks employees driving northbound can see the billboard on their way into the city
Building credibility over the long term: “The thing about these comparative campaigns is you have to hammer away at them for a long time. You can’t just hit someone and then run away. You have to have a lot of marketing dollars to put behind it and that’s something that McDonald’s could theoretically do.”
Capitalizing on market conditions: timing is everything with the current economic conditions. “A new type of consumer, more conscientious, less vain, is emerging. Fewer will be slaves to Starbucks”.
Aim to win more market share from a new category: “We see ourselves as trying to enter a new category and steal as much of the breakfast and coffee share as we can garner…”

今年五月最新campain，slogan " Give it up for the accent"骨子裡概念是叫人放棄老品牌吧，然後McCafe your day (make your day)創造自己新的一天，又是衝著星巴客來的。但是整體來說，錢很大，創意還好啦，就不多介紹。

(source: http://www.marketwatch.com/story/mcdonaldsr-mccafer-perks-up-coffee-lovers-coast-to-coast?dist=msr_2)
刊登於youtube首頁最新廣告版位tandem masthead。

麥當勞官網呈現一個精緻家庭戲院場景於 www.mcdonalds.com/mccafe，我覺得網站的影像很真實流暢。
也有TVC。