mCDONALD'S - hawaiian punch campaign
overview
In the summer of 2016, McDonald’s introduced Hawaiian Punch to the Chicago market as a limited-time offering. The brand aimed to highlight the beverage’s sweet, refreshing taste—particularly resonant with African-American consumers—while creating a sense of seasonal excitement. My role was to help shape and execute a campaign that embraced the breezy feel of summer and enticed customers to try this new, chilled delight before it disappeared with the changing seasons.
strategic approach
The campaign focused on immersing consumers in the vibrant, carefree spirit of summer. By infusing all creative elements—billboards, bus kiosks, CTA ads, and in-restaurant POP signage—with bright colors, tantalizing imagery, and a relaxed, warm-weather vibe, we aimed to make Hawaiian Punch stand out as the go-to refreshment for beating the heat.
tactical execution
Outdoor Advertising: High-visibility billboards, bus kiosks, and CTA ads brought the Hawaiian Punch offering to life across the city. These strategically placed visuals ensured that busy commuters and pedestrians got frequent reminders of McDonald’s latest thirst-quencher.
In-Store Signage: Within McDonald’s locations, point-of-purchase (POP) signage carried through the campaign’s breezy visuals, complementing the outdoor ads and creating a unified brand experience. This seamless messaging helped customers connect the refreshing imagery they saw outside with a tangible, instantly available product inside.
results
Running through November, the Hawaiian Punch Summer Campaign successfully captured the essence of warm-weather enjoyment, positioning McDonald’s as the go-to stop for an exclusive seasonal treat. By visually anchoring the beverage in a summery narrative, the campaign encouraged trial among the target demographic and helped maintain steady foot traffic during a traditionally active season.
