The Brief

The objective was to position McDonald’s as an “easy way to start your day” by offering a premium cup of coffee (the McCafe Premium Roast Coffee) at a very affordable price (just a little over $0.50).

Describe how the promotion developed from concept to implementation

Via television, we announced that on a specific day, McDonald's would be giving out unlimited cups of Premium Roast Coffee for free! So we showed just that -- an endless supply of McDonald's fresh coffee pouring into a bottomless cup.

Describe the success of the promotion with both client and consumer including some quantifiable results

The ad helped set a new redemption record for McDonald's at 6% rate versus the standard 3%. After the free trial, units of coffee sold increased by 25.7%. And it's still growing.

Explain why the method of promotion was most relevant to the product or service

People realized that McDonald's coffee, though less expensive than other coffee brands, was by no means of less quality. The only way to do that was to get people to try out the coffee for themselves.