Oh pish posh, how can you suggest eating simple McDonalds… I want Hermes French fries and Burberry burgers!
Confused? I was also..for about 10 seconds. I was having a look at 2 Oceans when I bumped into a mention about an upmarket temporary food stand at some or other fashion week…I care not.
This rather amusing “style upgrade” was merely a pitch to the McDonalds franchise in order to totally rebrand the popular burger joint, by rather utilizing well known high fashion labels.
This is hype branding!
What do you guys and girls all think, do you buy into this hype branding shenanigans?
While I’m sure this kind of thing goes down like Terblanche on horseback in some circles, me and a few buddies express shudders of sickness at this type of hype branding.
Basically in a nutshell we feel it’s a pretentious chunder-fest….technically speaking that is.
While Seth enjoys this kind of thing, I’m a little put off by it honestly!
If anything this makes me dislike the burger brand even more…melding two worlds together that are so different feels like a real brand whoring sham. If you think “unhealthy burger”, does high fashion in any way become associated?? Hell no!
The Cool Hunter (where 2 Oceans heard about this) states that it is, “a restaurant that offers a traditional McDonald’s menu but packaged in a way that makes a playful yet stylish nod to the lifestyle of the highly desirable, influential consumers that attend Fashion Weeks.”
Highly desirable? Influential consumers? All I can say to that is suck a duck!
Obviously I know I’m being rather hard on the whole campaign…I’m sure it must have taken the designers many sleepless nights copying and pasting their logos onto plain white boxes (hard work there). I just feel that this is a cheap way of getting people excited about a brand.
Obviously because you brain goes, “hey I like expensive clothes” and then hey, “that expensive brand I like is now on that burger box”….therefore, “I must have it”….you then get sucked into the vortex of hype. SO sad!
That is not to say we are not all affected by this type of marketing. If I saw burger boxes with my favourite anime characters on them I would also feel compelled to get them all….the question is, would I??
Ooooh what a tangled web we weave. Hype branding: it’s out there beware!
D.
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