According to an article on AdAge.com, McDonald’s has launched its biggest marketing push in history for the new McCafe coffee products. I just received a direct mail piece on Wednesday for McCafe, but I swiftly threw it in the trash. Why? Because my local McDonald’s can’t even get their standard products and service correct, so McCafe has no hope in my mind. But I digress. Back to branding …
With the onslaught of McCafe marketing, I thought it would be interesting to see how McCafe is doing in Google Trends, which tracks the most searched for terms online, in comparison to its top competitors. I got the idea after reading a post on the Official Google Blog about the accuracy of Google Trends in determining past winners of American Idol in the United States (hint – if the Google Trends success continues, put your money on Adam Lambert).
Let’s take a look at the search trends of McCafe vs. Starbucks and Dunkin’ Donuts over the past year.
Now, let’s take a look at the search trends of McCafe vs. Starbucks and Dunkin’ Donuts over the past 30 days since the marketing push began.
If Google Trends is right again, I don’t think Starbucks has anything to be worried about from McCafe, but did anyone really think there was cause for concern in the Starbucks camp?
Honestly, I think McDonald’s biggest problem with McCafe is brand positioning. Your thoughts?
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