Magazine Resources

FC NOW: The Fast Company Weblog

January 28, 2005

Ronald McDonald, Chief Propaganda Officer

So Ronald McDonald got promoted. He's now Chief Happiness Officer at McDonald's. Congrats, Ronnie! What a well-deserved promotion. And overdue too.

But this isn't some deal where he's been kicked upstairs to make balloon animals all day; his job duties have changed as well. Ronald's going to be going into schools to promote the joys of physical activity.

The timing of this news is curious, coming just a couple of days after that tobacco-style lawsuit against McDonald's was revived by a New York state appeals court. And as much as McDonald's wants to say that Ronald won't be talking burgers and fries in any appearances, his mere appearance certainly brings Big Macs to mind more than say, fruit.

I know being cynical is easy (the likelihood of me becoming a Chief Happiness Officer some day are slim indeed), and I know that no matter what McDonald's did, they'd come in for criticism in all likelihood. Maybe they're right that Ronald's enough of a role model/icon for children that his promotion of being active will lead less kids to turning into couch potatoes. But if you had to design a campaign that exuded more ... let's say ... sincerity, what would you do? If you're McDonald's, how do you get out of this box?

Posted by David Lidsky at January 28, 2005 4:41 PM | Category: news + current events | 3 Comments

3 COMMENTS

Posted by: lisa at January 30, 2005 2:12 AM

I'm afraid you're mistaken, Ronald got his new title two years ago, August 2003.

Posted by: steven streight aka vaspers the grate at January 31, 2005 12:29 AM

Ronald McDonald should star in a movie, even if it's a home made video production, in which he is eating the healthy foods kids should eat, with an occasional burger or french fry, and be very active.

The movies should be extremely extremely funny to kids, but in a normal and wholesome manner. Kids want really funny cartoons and films, not hard sell product hype without good humor.

What is Ron McDon now? Nothing. A corporate symbol with about as much personality and comedy as a bottle of black ketchup.

Posted by: Burger King at January 31, 2005 9:47 AM

The link on Usleless Knowledge says that Ronald is a Health Ambassador and Cheif Creative Officer. It doesn't say anything about a Chief Happiness Officer