AGENCY
John Livengood, Exec. VP-Exec. Creative Dir.
Eric Gutierrez, Sr. VP-Creative Dir.
Troy Brock, Art Dir.
Matt Gilmore, Copywriter
Matt Griffin, Sr. Bus. Mgr.
Shaun Stripling, Strategy Dir.-Consumer
Kelly Showalter, Sr. Production Mgr.
Lindsey Lower, Bdcst. Producer
Laurel Yamaguchi, Sr. Bus. Mgr.
OMD, Seattle
Katie Bergerud, Assoc. Dir.-Media Strategy
SUMMARY
Launching McDonald's Iced Coffee in Seattle, Starbucks' hometown, where "The Buck" outflanks McDonald's 4 to 1 in retail locations, where there's a hipster indie cafe on every corner, was no easy task. Our strategy: In a city born and brewed on morning hot, celebrate cold in the afternoon. Our easy-breezy "Iced to Meet You" campaign included real knit pole cozies and java jackets, giant ice cubes, and the first-ever TV spot featuring prosthetic male nipples, which got Seattle buying McCold, over-delivering our sales goal by 50%.
