By SHIRLEY LEUNG and SUZANNE VRANICA
Staff Reporters of THE WALL STREET JOURNAL


When it comes to Ronald McDonald, McDonald's doesn't clown around. It won't even admit that there is more than one Ronald.

For four months now, McDonald's Corp. executives have been meeting at headquarters in Oak Brook, Ill., trying to decide just how to script a Ronald revival. The Golden Arches is mostly mum on the matter, saying only that the 40-year-old character will start showing up more -- and in unexpected places. Maybe he'll even perform his new dance "Do the Ronald."

The careful choreography of this clown's every step shows the McDonald's machine in high gear. No detail is too small. In 1999, McDonald's ad agency Leo Burnett hired a Los Angeles stylist to refashion Ronald's wavy red hair, and it spent months studying whether to increase the width of the red stripes on his socks.


View: Full Article | Source: Wall Street Journal

If I didn't have kids, I would brace for another macarena trend song....and never visit another McDonalds again...but being that I have a two and a half year old , and one year old French-fry eating machines, I will just have to go with the flow

It always makes me laugh when big companies spend lots and lots of money changing things with its logo only to have them virtually the same as they already are.

Take the BBC for instance, a awhile back they spent about £10,000,000 on changing the logo from being slanted to blocked.

remember the arch delux??? mmmm tasty creamy melted tomatoes with a "grown up taste":)Who can forget this: 'The Burger With the Grown-up Taste.' I never saw what was so grown-up about it; adding more to the mystery was how they advertised it with kids showing opposition to the Arch Deluxe. You may have seen these type of ads on TV or, more prominently, on highway billboards. Thus, the Arch Deluxe had to be one of the most hyped products introduced by McDonalds...and also one of the least healthful by any food chain. According to an issue of Consumer Reports magazine, just one Arch Deluxe contained nearly 600 calories - the near equivalent of 15 Burger King Whoppers. Based on the average diet, that's about 1/4-1/3 of what you need for the whole day! The article put it best: 'Hardly what your arteries need.' I guess the kids DID have every right not to like the Arch Deluxe...who's gonna miss it now? I didn't think so.
In 1996, McDonald's set out to target more educated tastebuds in a massive advertising campaign for its newest burger creation. We watched while Ronald McDonald golfed, danced and leisurely hung-out with real-life grown-up humans, instead of the puffy Mayor McCheese and that bunch of wacko puppets. Supposedly the Arch Deluxe, with the "Adult Taste" would appeal to those dancers and golfers and anyone else with a sophisticated palate. But let's face it, we're not talking Beef Wellington here. The Arch Deluxe is just a hamburger after all, with only a couple of elements that set it apart from the other menu items. The big difference is the creamy brown mustard spread on the sandwich right next to the ketchup. And the burger is assembled on a sesame seed potato roll (which actually tastes very much like your common hamburger bun). Also, you can order the burger with the optional thick-sliced peppered bacon, for an extra ka-ching. Okay, so the plan hasn't quite worked out the way Micky D's had hoped. Sales of the Arch Deluxe have been disappointing for the fast food giant, to say the least. That's why I thought this would be a good recipe to clone for all of you out there who just won't be able to live without the Arch Deluxe when McDonald's decides it's time for the sandwich join the McD.L.T. and the McLean Deluxe on the great list of fast food duds from our past. Perhaps that's what it will take to get Ronald back to work.

im still unclogging the arteries i clogged up before i was a vegetarian- i used to actually go to McDonalds. you would have to be crazy to eat that crap.

ive noticed the new Ronald image and i commented about it to my wife. it seems even Ronald works out nowadays. he is so fit, and tall and healthy looking- his hair is so perfect. when i was a kid, Ronald was a slouchy, old fat guy. seems times have changed.

I noticed this new ronald on tv the other day. His hair was not the regular quasi curled red, but likr a straight short red feathered style. He looked rather polished. I think maybe he's moving on to a new lifestyle...possibly becoming too coool to hang out with his friends. I miss them, birdie, hamburglar, fryguys(WHAT ARE THEY), grimace (WHAT IS HE!!!!), mayor mcCheese. He seems like he moved out of ronal mcdonald land and into the real world where he creepily stalks children to impress them with his "magic" before he walks them home. I mean i guess he's nice and all, but i don't know why i don't like him. It may be the whole clown thing.

I also remember the Arch Delux..the whole adult only campaign confused me. Me and my friends were 16 or so...went to the drive through and asked if minors could order this "adults only" burger. I ate it and didn't feel any more grown up. Maybe my arteries felt a bit bit older.

One more thing that creeps me out is those statues in the stores you will find the statues of ronald where you can sit on his lap....NO!