Happy International Women’s Day! McDonald’s is celebrating by flipping their famed golden arches upside down.
The famous McDonald’s logo “M” is now flipped to a “W” on all of its digital channels, including Twitter and Instagram. Additionally, 100 restaurants will have special “packaging, crew shirts and hats, and bag stuffers” to celebrate the day, according to statement released by McDonald’s Global Chief Diversity Officer, Wendy Lewis.
“In celebration of women everywhere, and for the first time in our brand history, we flipped our iconic arches for International Women’s Day in honor of the extraordinary accomplishments of women everywhere and especially in our restaurants,” said Lewis.
But the marketing stunt does not have everyone “lovin’ it.” (McDonald’s pun intended.) Online the marketing ploy has garnered quite a lot of critics and negative attention for the fast-food chain, with many opining that if McDonald’s had really wanted to support their female employees they could instead raise minimum wage, provide health care and family leave, and provide career advancement opportunities.
Moreover, it is important to note that this marketing stunt would not be possible without McDonald’s strong brand awareness. Very few companies could alter their logo and cause such an uproar in media.
Major companies, like McDonald’s, realize their brand power, and trademark power if you will. McDonald’s has spent years building their easily recognizable brand awareness. (And who knows how much money!) And as a result, when the Golden Arches are turned upside down for a day it people can’t help but notice and comment.
Kudos to you McDonald’s for your strong brand and trademark awareness.
And kudos to all women out there! Happy International Women’s Day!