nEW pRoDUct oR SERvIcE
Sr. Product Mgr.
VP of Global Mktg., EAP
Dir. of Advt.
Sr. Strategic Planner
cInco DESIGn oFFIcE
DAntE'S InFERno: hIGh WAY to hELL
Marlena Peleo-Lazar VP, CCO
Neil Golden Sr. VP, CMO - U.S.
Lance Richards Sr. Dir., Beverages/Desserts
Sofia Therios Dir., Beverages/Desserts
Priscila Jamison Sr. Dir., Creative
Sr. VP, Group Creative Dir.
Sr. VP, Group Bus. Dir.
Sr. VP, Group Strategy Dir.
VP, Creative Dir.
VP, Acct. Dir.
thE IntRoDUctIon oF REAL FRUIt SMoothIES
Real. Fruit. Smoothie. These aren’t the first words that come to mind
when one thinks about McDonald’s. This made it especially challenging for the traditional burger and fry joint to launch Real Fruit
Smoothies. With consumer skepticism and formidable competition
in tow, McDonald’s needed to turn doubt and distrust into joyful disbelief. By bringing the concept of “real” to life in a way that was
unique, unexpected, and un-McDonald’s-like, the burger and fry joint
captured more than their fair share of the smoothie marketplace
and left the competition spinning.