McDonald's is "kicking off its first worldwide
sponsorship of the Olympic Games" with ads and promos
"tailored for each of the many cultures that recognize" its
brand name, according to Sandra Guy of the CHICAGO SUN-
TIMES. With "flat" sales in the U.S., McDonald's now sees
56% of its operating profits "from outside the U.S."
McDonald's Int'l Senior VP & Senior Marketing Officer David
Green said that the company sees the Olympics as a "chance
to market to families its deal of striving for a dream."
Green, on the company's sponsorship efforts: "We're
customizing our activities and promotions to local markets
within each country to make our message more relevant." Guy
adds that starting in mid-September, Happy Meals will
include miniature Barbie dolls in roles such as "Olympic Pin
Barbie," "Paralympic Becky" and "Swimming Champion Barbie."
In Japan, the promotion will include Olympic pins and
plates, while in Portugal, Olympic-themed glassware will be
offered. McDonald's is also "reprising" a 16-year-old Leo
Burnett TV spot called "'Olympic Hopefuls' that has proved
popular because it shows how children's everyday activities
mimic Olympic athletes." Additionally, McDonald's will
award customers in Australia a free meal when their home
team wins an event featured on a promotional card, and the
company's "main dining restaurant" in the Olympic Village
will be open "around the clock" for the 33 days for the
Games (CHICAGO SUN-TIMES, 8/25).