In the leadup to summer, McDonald’s tasked its lead agencies, including Mango, to build on the growing momentum around iced coffee through cultural alignment and pop culture.
Mango's task was to get young, aspirational Aussies to see McCafé iced coffee as a well-crafted on-the-go drink that refreshes, uplifts, and stimulates them.
We needed to drive excitement among our core audience in a way that promoted the McCafé core and indulgent iced coffee flavours over summer while also encouraging customers to visit McCafé for iced coffee during Summer.
Our research uncovered that \the iced coffee was a Gen Z icon that no single brand in Australia was owning.
Further, there were a number of pre-existing cultural moments centred around iced coffee within pop-culture.
Beyond its mere function as a refreshing beverage, iced coffee is more than just a drink. It embodies a profound symbolism, representing a lifestyle that seamlessly blends aspiration and authenticity, captivating individuals seeking interesting and exciting lives while remaining grounded and relatable.
We bought the McCafé Iced Coffee range to life across influencer channels, embedding it into iced coffee culture, building on cultural momentum, and positioning McCafé iced coffee ass the summer drink for those on-the-go.
Our trend-based content via three paid influencer assets:
TikTok creator package via five paid influencer assets: