Beginning next month,
McDonald’s will introduce its new generation of global packaging. All 118 McDonald’s countries
will participate in this rollout over the next two years, putting the
brand’s food quality story front and center and directly into the hands of
56 million customers every day.

Through a blend of bold text and powerful images, the new packaging
will illustrate the high quality ingredients and food prepared at
McDonald’s. McDonald’s new global packaging will be consistent around the
globe, using sophisticated graphics, photography and storytelling, with and
without words.

“Our new packaging is a fresh way of sharing McDonald’s food quality
story with our customers,” says Mary Dillon, McDonald’s global chief
marketing officer.

While the packaging will reflect a global framework, it’s flexible
enough to accommodate 21 languages while sharing stories about the quality
of McDonald’s ingredients in a way that is locally relevant for customers
around the world.

The new McDonald’s packaging will be introduced first in the United
Kingdom, Ireland, and the United States and continue rolling out worldwide
through 2010.

McDonald’s new packaging was developed by Boxer, a subsidiary of The
Marketing Store Worldwide, located in Birmingham, U.K. Boxer also worked on
the original “i’m lovin’ it” and Global Casting Call packaging designs for

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