Research showed women out-consume men in specialty coffee, and socializing is a vital driver in her consumption. We purposefully positioned iced coffee as “event coffee” – a fun reward after lunch. The afternoon break is fun female time – a social treat, rather than a caffeine-driven necessity. We gave Seattle women something fun to talk about. The stopping power of the environmental elements (ice blocks, sweater-wrapped poles, knitted java jackets) put McDonald’s on the map as a player in the premium coffee category.

We over-delivered sales and guest count goals by 50% and 30%, respectively (source: McDonald’s Promotional Analysis Tool).More than 52,000 new customers visited Western Washington McDonald’s as a result of our campaign.In just three months, the campaign achieved a whopping 66% awareness (source: McDonald’s MenuTracker Awareness Study Q2007).