I was doing some marketing research the other day and stumbled upon an old McDonald’s commercial from the 1970’s. I understand that one of the first advertising campaigns form McDonald’s was in the early 1960’s.
Clearly that investment paid off as history has proven.
What I found interesting from the commercial was that it marketed differently to the breakfast crowd. We all know that McDonald’s was established as a hamburger and french fry joint, but the breakfast side of the business was still fairly young in the 70’s. Anyone around back in the day knew it took a while to make breakfast before work in the morning. McDonald’s clearly saw this as an opportunity, so the Egg McMuffin was introduced in 1971.
It appears that McDonald’s was ahead of the curve responding to consumer predilections.
So going back to the commercial I found, it appears that McDonald’s was trying to kill two birds with one stone. In the ad an older man and his son go into the McDonald’s and get breakfast. On the way in the dad points out that his son needs a good breakfast, as well as pointing out that he should start using his razor for a shave. This is the setup for the commercial. Early morning, quick breakfast, and perhaps a shave. Now I understand that no one is going to shave in a McDonald’s but the seed was planted from the marketing side. It was desire to fulfill the early morning needs. As the father and son enter the McDonald’s, the server greets them and describes their breakfast options. In 5 seconds she tells them the menu items for breakfast and the offer for the FREE shaving razor from Gillette. Boom, breakfast and a new razor from McDonald’s. I am curious as to the Gillette placement as well. Did McDonald’s get a kickback from the Gillette Corporation for the product placement? I hope so. That is brilliant branding from the razor giant. As far as the overall commercial goes, take a look for yourself below: