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Ronald McDonald en fin de carrière?

Bon texte pour A-level si vous voulez parler de la pub ou de la santé.....
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Le clown bien connu des enfants, emblème d'une chaîne de fast-food autant adorée que décriée, pourrait bien disparaître dans les mois qui viennent. La faute à une nouvelle stratégie de communication de McDonald's.
Ronald McDonald, c'est pour beaucoup d'enfants le héros des anniversaires réussis et la mascotte de la célèbre chaîne de restauration rapide McDonald's. Mais aussi célèbre et reconnu soit-il, le clown Ronald pourrait bientôt être victime de la nouvelle stratégie de communication du groupe.
En effet, depuis plusieurs mois, McDonald's tente de changer son positionnement et son image de marque afin de donner l'image d'un fast-food plus "haut de gamme". Parmi les récents changements observés, on note notamment l'apparition des menus "salade" ainsi que des "McCafé", inspiré de la chaîne Starbucks. Afin de respecter cette nouvelle ligne, l'image de Ronald est aujourd'hui peu utilisée, la marque préférant alors jouer sur la jeunesse et la tendance, montrant des jeunes chanteurs appréciant un bon frappuccino fraise. Un constat que confirme le professeur de marketing Tim Calkins qui a ainsi déclaré à Bloomberg Press : "Nous n'avons pas beaucoup vu Ronald McDonald (...) (McDonald's) est aujourd'hui en train de faire appel à des personnes plus sophistiquées".
Un changement de stratégie surement dû au problème de l'obésité qui touche aujourd'hui les pays développés et pour lequel le fast-food est souvent montré du doigt. McDonald tente alors de se racheter une conduite en parlant davantage d'environnement et en mettant les fruits en avant par exemple. Bref, rien à voir avec le clown enjoué qu'est Ronald, présent pourtant depuis 50 ans.
Et Bob Dorfman, directeur de création publicitaire chez Baker Street de conclure : "Il (Ronald, ndlr), représente l'ancien genre de McDonald's, avec ses aliments à haute teneur en matières grasses qui sont tombées en quelques sortes en disgrâce. Il est clair qu'aujourd'hui McDonald's fait la publicité de son café et plus de ses hambrugers".
Quoi qu'il en soit, si Ronald disparait des restaurants McDo, il restera tout de même l'image de la fondation Ronald McDonald qui construit des maisons partout dans le monde pour accueillir les parents dont l'enfant est hospitalisé.


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