McDonalds use video to show they understand their customers

May 18th 2017

The latest McDonalds ad promoting their coffee shows how you can use video to demonstrate to your customers that you understand their frustrations.

I was watching TV the other night and happened to see the latest McDonalds TV advertisement specifically focusing on their coffee.

This is a tough ask - with the explosion in coffee culture and the coffee experience how are McDonalds going to differentiate themselves from the other big operators in the market?

Having watched the ad it is very revealing - the power of video to demonstrate to your customers that you understand their frustrations.

For those who haven't seen the ad the premise is this:

Coffee culture has reached ridiculous levels. It runs through a series of scenarios to make this point - from being presented with the tiniest cup of coffee imaginable, to menus so extensive that it's impossible to choose, table tennis tables in coffee shops, coffee served in jam jars, baristas who've forgotten what people come in for and see themselves as artists.

Text doesn't do this justice - as with most marketing messages video is the best way of getting this message across in whatever way you think is most appropriate.

In this instance McDonalds have gone for a light hearted look at coffee culture and positioned themselves very cleverly at meeting the needs of those people who just want a simple but good cup of coffee.

Have a look at the video below and let me know what you think:

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