McDonald’s has brought back memories with the most recent Happy Meal promotion by reintroducing collector’s cup designs featuring famous themes and characters from earlier campaigns. The new cups, set to go on sale the 13th of August, take you on the journey of McDonald’s long history of merchandise marketing, but using a contemporary twist to guarantee safety and appeal.
What’s New?
The collection this year features six cups with unique designs which each represent a distinct time period of McDonald’s marketing. The themes and characters featured within this collection include:
- Coca-Cola
- Beanie Babies
- Hello Kitty and Peanuts
- Barbie and Hot Wheels
- Shrek, Jurassic Park, and Minions
- The Grimace Glass, Boo Buckets, and Funny Fry Friends
The cups are made of plastic, which is quite a contrast to the glass previously used for some campaigns, such as the notorious 2010 Shrek glasses, which were later recalled because of health issues. McDonald’s assures consumers that its new collection objects will be safe, and completely free of hazardous substances like heavy metals. They have also addressed previous problems in a direct manner.
Why Plastic?
The decision to use plastic instead of glass comes down to two factors in terms of safety and long-term endurance. In the wake of the recall of 12 million glass Shrek-themed cups due to trace levels of cadmium found in their paints, McDonald’s has opted for products that do not pose the same risks. In addition the plastic cups have less chance of breaking and are therefore more appropriate for collectors and children alike.
How Collectible Are They?
McDonald’s collectible cups have always been an integral element in their Happy Meal experience, often producing a buzz among adults and children. 2021’s campaign with limited versions of Pokemon cards, witnessed youngsters and adults alike thronging McDonald’s to participate in the craze of nostalgia. McDonald’s is likely hoping to spark a similar enthusiasm through this brand-new series.
Cost Concerns?
But, the launch is coming at a time that McDonald’s as well as other fast-food chains have witnessed a dramatic rise in the cost of its food. Recent research has revealed some items, including McGriddles as well as Big Macs have experienced prices rise by more than 40% in the wake of the pandemic. To combat this, McDonald’s introduced a $5 menu this summer to counter what is perceived as an exorbitant price menu.
Will It Work?
The campaign for the collector’s cup isn’t just about reliving the past glory, but also promoting McDonald’s brand as a cheap, enjoyable restaurant for families. Through tapping into the powerful power of nostalgia, McDonald’s aims to attract an entire audience and hopes to replicate the zealous buying that has been the case in previous campaigns.
What’s the Collector’s Verdict?
While the cups are primarily marketed for display rather than daily use–considering concerns about microplastics–collectors and nostalgic fans might find them a charming addition to their collections. Their vibrant colors and vivid patterns are sure attract those who love the old-fashioned times filled with Happy Meal surprises.
Final Thoughts
McDonald’s newest collector’s cups are a carefully crafted mix of modern and nostalgic strategies for marketing. Reviving popular themes of the past and offering these in a fresh secure and safe design, McDonald’s not only pays tribute to its past and culture, but is also able to bridge the gap between old-fashioned and the younger Happy Meal enthusiasts. If these cups are more sought-after than past collectibles will be decided by the market yet the intention to reach out to consumers at a personal level is obvious. Through this campaign, McDonald’s continue to weave their tale into the popular culture one Happy Meal each day.