McDonald’s is getting a branding makeover by ad agency Leo Burnett. During the Super Bowl (February 1, 2015) the fast food company will air a 60-second commercial featuring the new tagline: “Lovin’ Beats Hatin.’” According to Patrick Coffee at Mediabistro, the other g-less tagline “I’m Lovin’ It” will still be used.
The push to enliven the brand with a new advertising campaign comes as the company with the golden arches is facing one of its “worst quarterly profit declines in years.” In the US, same-store sales dropped 4.1% in September. McDonald’s CEO Don Thompson says he wants to make sure the company’s ad messages are resonatin’ with consumers. Okay, he used a g in the word resonating, but he really shouldn’t have.