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ICON Ronald McDonald's New Look!
Quote:
Ronald McDonald is going chic.
Or, at least he's certainly trying to. The McDonald's icon famous for his wild red hair, yellow jumpsuit and floppy shoes, has gotten a makeover from a theatrical stylist – really – who has updated just about everything but the shoes.
The new Ronald sports a red blazer, a red bow tie, red-and-white striped rugby shirt, yellow vest and, yes, yellow cargo pants.
His hair is more coiffed. His vibe is less creepy. And – how shall we politely say this? – he looks slightly less clown-like.
"As a strategy, it feels a little desperate," says Kate Newlin, a brand consultant. She says it's as if the new Ronald is shouting: "Please remember you once loved me."
Love is sorely needed. McDonald's on Tuesday reported a 5% drop in first-quarter net income and 1.7% drop in U.S. same-store sales. Shares closed flat on Wednesday at 99.13.
Not to mention, McDonald's and Ronald McDonald have been mercilessly ridiculed in ads in recent weeks by Taco Bell, which just entered the breakfast market.
But the change to Ronald is unrelated to Taco Bell's parody and has been two years in the making, says Becca Hary, a McDonald's spokeswoman. His new duds were designed by Ann Hould-Ward, who won a Tony award for her costume design of the Disney play Beauty and the Beast.
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