How McDonald’s uses branding and promotion to make ordinary products feel exciting

I was probably a bit too old to sit there with a Happy Meal trying to collect all the themed toys, so I ended up going for the themed McDonald’s coffee instead.

But it did get me thinking about how good McDonald’s are at making something simple feel much more exciting.

It was still a coffee, but the themed Friends cup made it feel more memorable, more collectible and more worth talking about.

That is clever branding and promotion.

Turning attention into added value

From a Business Studies perspective, this is a great example of added value.

McDonald’s did not need to completely redesign the drink. Instead, the business used themed packaging and a well known TV brand to make the product stand out.

That matters because businesses are constantly competing for attention. A themed cup can catch someone’s eye, create a reason to buy and make the experience feel more special.

This also links to differentiation. McDonald’s is finding a way to make its product feel different from other fast food coffees, even when customers could buy a hot drink from many other places.

Emotional branding and nostalgia

The Friends themed cup is also a brilliant example of emotional marketing. McDonald’s are not just selling coffee. They are selling familiarity, nostalgia and positive emotions linked to the brand.

Many consumers already have memories connected to McDonald’s from a very young age. This might be through Happy Meals, collectible toys, birthday parties, family trips or limited edition promotions.

That emotional connection is incredibly valuable for a business.

In many ways, McDonald’s are building brand loyalty from childhood. If they can create positive experiences when customers are young, there is a much greater chance those customers continue buying from McDonald’s later in life.

A child may first become excited by a Happy Meal toy, but years later that same customer may still feel attached to the brand through Monopoly promotions, themed meals, collectible cups or limited edition collaborations.

Consumers often buy products because of how they make them feel, not simply because of what the product does. That is a huge part of consumer behaviour.

Why limited editions work

McDonald’s have used limited edition promotions for years.

Happy Meal toys are probably the clearest example. Children often want to collect the full set, which encourages repeat visits and repeat purchases.

The same idea can work with adults too.

Over the years, McDonald’s have used Monopoly promotions, Grimace birthday meals, Minecraft Happy Meals, Pokémon collaborations, adult Happy Meals, collectible cups and themed packaging to create excitement and keep the brand being talked about.

Limited editions work because they create urgency. If consumers think something is only available for a short time, they may feel pressure to buy it before it disappears. This can lead to impulse purchases and fear of missing out.

It is also powerful on social media. When people share pictures of themed products online, they give the business extra exposure without McDonald’s having to pay for every post.

And if I am honest, I may have been too old for the Happy Meal toy strategy to work on me, but the themed coffee cup still caught my attention.

That is what makes McDonald’s so effective at promotion. They understand that customers are often buying the experience, the memory and the excitement around the product.

Questions for business students to consider

1. Explain how McDonald’s uses branding, promotion and nostalgia to build customer loyalty from a young age.

2. Analyse why limited edition promotions such as themed cups, Monopoly and Happy Meal toys may increase sales for McDonald’s.

Extension task: Discuss the statement below with a partner. Do you agree or disagree? Be prepared to explain the reasons for your viewpoint.

“Consumers are often buying the feeling attached to a product, not just the product itself.”