2/20/2024
Work
McCafé® has a fresh new look with the same great taste
by
Cossette
Who doesn’t enjoy a good cup of coffee in the morning? With McCafé®, you get that “Mmmm” factor because it’s just that good. And now, it has a fresh new look to match its great taste.
If you’re a McCafé lover, you know that feeling of instant satisfaction after taking your first sip of a great cup of coffee—that ‘mmm’ moment of sheer contentment. And that’s exactly what we leveraged for our creative campaign, showcasing the dependable combination of value, quality and delicious flavour that is McCafé coffee.
Rebecca Smart, Marketing Director for Brand Strategy & Content at McDonald’s Canada
McDonald’s Canada’s Must Be McCafé campaign, in partnership with Cossette, introduced new beverage packaging. This new creative campaign connects with fans through their truths about the coffee-drinking experience. Since this rebrand launched in February, McDonald’s Canada is introducing the new McCafé Puffer—a limited-run, stylish puffer koozie designed to keep iced-coffee drinkers’ hands from frosting over during the winter months.
This McCafé brand refresh campaign is being rolled out on TV, radio, OLV, DOOH, digital media, paid and organic social, and merch. Cossette’s design team played a pivotal role in evolving the visual language for McCafé, having started work on the brand refresh in 2021. Led by Design Director Robyn Hansen, the team knew the time was right to make a stronger link between the McCafé brand and McDonald’s Canada.
Simplifying the design toolkit by using only unmistakable assets was the smartest way to strengthen the brand. Introducing the cropped Golden Arches to the packaging adds an iconic and playful wink from McDonald’s Canada to the coffee credentials of McCafé. The entire rebrand is a testament to how strong partnerships and brand love can push a brand to evolve and grow without losing any of what makes it special.
Jenna Anderson, Executive Creative Director at Cossette
Credits
Advertising Brand: McDonald’s Canada
VP, CMO: Alyssa Buetikofer
Director, Brand Strategy & Content: Rebecca Smart
Sr. Marketing Manager: Andrew Mumford
Sr. Marketing Manager: Megan Purcell
Assistant Brand Manager: Moira Heaney
Manager, Quebec & National Campaigns: Andréanne Gilbert
Advancement & Marketing Supervisor: Suzanne Grondin
Marketing Manager: Melissa Hains
Marketing Consultant: Brenda Surminski
Manager, Social Strategy & Brand Marketing: Catherine Gao
Social & Brand Specialist: Nezariel Scott
Creative Agency: Cossette
Chief Creative Officer: Sabaa Quao
Executive Creative Director: Andrew Chisholm
Executive Creative Director: Jason Hill
Executive Creative Director, Design: Jenna Anderson
CD, Art Director: Amy O’Neill
CD, Copywriter: Mike Johnson
Senior Copywriter: Michael Mehrasa
Senior Art Director: Yana Vorontsov
Senior Content Strategist: Kat Kleon
Community Manager: Hayley Green
Content Creator: Christine Boachie
Copywriter, Social: Matina Iriotakis
Design Directors: Robyn Hansen, April Tran
Senior Designer: Luisa Bojaca
Producer: Lindsay Hann
Producers, Social: Alicia Roberts, Veronica Coles
VP, Strategy: Daniel Cameron
Senior Strategy Director: Nicole Stanhope
VP, Managing Director: Bryden McDonald
Group Business Director: Terence Jou
Business Directors: Zoe Starkman, Michael Curds, Mike Harris
Account Supervisors: Abbey Joy, Claire Gray
Account Executive: Sarah Poile
Product Manager, MTL: Tessa Giret
Production House: Colossale
Directors: CLIQUA - RJ Sanchez
DP: Nicholas Bupp
Senior Line Producer: Kegan Sant
Line Producer: Adrian Cheung
Executive Producer/President: Gabe Roussil
Executive Producer/President: Vlad Cojocaru
Offline: Nimiopere
Editor: Graham Chisholm
Assistant Editor: Laura Corredor
Executive Producer: Paula Hicks
Online/Transfer: Feather
Colourist: Tricia Hagoriles
Online Flame artist: Andrew Rofle
Executive Producer/Managing Director: Sara Windrim
Audio House: Human
Creative Lead/Composer: Matthew O'malley
Creative Lead/Composer: Gareth Williams
Executive Producer: James Wells
Media Agency: OMD
Managing Director: Meredith Menkes
Director of Strategy: Samantha Miller
Media Group Director: Logan Lindsay
Associate Director of Strategy: Dustin Wilson
Media Sr. Strategist: Jenny Kim
Media Strategist: Leah Luzano