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Olympics

MCDONALD'S GOES GLOBAL IN ITS PROMOTION OF 2000 GAMES

          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).

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