McCafe needed an epic re-launch. So we started listening to our fans. We discovered that there’s no one else like McD’s iced coffee lovers. Even when it’s the coldest of winter days, true coffee fans continue to drink iced coffee as if it’s a badge of honour.

So, we created and gave away the first ever, ultla-fashionable McCafé Puffer. Inspired by the puffer craze, it’s designed to keep fingies warm, and iced coffee cravings satiated — all winter long. Why wear gloves when you can sport the season’s most fashionable puffer? Aritzia has got nothin’ on this.

While that was gaining buzz, we were also busy working on re-launching McCafe. We created Must be McCafé. A brand platform based on a clear insight about Mcdonald’s coffee – those who try it realize it’s “actually good.” So, we claimed all those tell-tale signs of great-tasting coffee and launched with a :30 that leveraged the most well-known sign of all… “mm”.