Fast food icon Ronald McDonald replaced in Japan

[robotic]

Clownish burger icon crosses over

Ronald McDonald is no longer in the spotlight in Japan

Ronald McDonald, the garish clown recognised worldwide as the icon of the fast food restaurant chain, has been taken off the menu in Japan.

In new advertising, he has been replaced by a woman sporting a bikini and high heels, The Times reported.

The rebranding exercise is part of a global effort by McDonald's to promote healthy living and to emphasise other products rather than burgers and chips.

Ronald McDonald will continue to appear in adverts in other countries, however.

Wider menu

In recent times, the 42 year-old veteran of thousands of promotional and advertising campaigns has lost weight.

He has been slimmed down in an effort to better represent McDonald's menu, which now features a wider choice of fruit and vegetables.

The Japanese campaign is the latest attempt by the US firm to improve its image, which has been hurt by concerns about growing obesity levels.

It is designed to appeal to mothers and young adults.

While the new character continues to wear red and yellow - in sympathy with McDonald's 'Golden Arches' heritage - the old-fashioned baggy trousers and huge shoes have disappeared.

Exercise routine

Recent efforts to modernise McDonald's advertising have seen Ronald McDonald don a tracksuit, juggle vegetables and take part in various sports including synchronised swimming.

McDonald's Japan, which is 50% owned by the US firm, recovered last year after a two-year decline in its business.

It operates more than 3,700 outlets after first opening in 1971.

http://news.bbc.co.uk/2/hi/business/4282936.stm

[thaite]

Why Can't We Get That Here?!!!!!

[Faithless]

Might they be called --

McHotties?

In page video: http://www.mcdonalds.co.jp/sales/cmlib/cm02_300.html

[TB4000]

That is too funny.

[Faithless]

Originally Posted by TB4000

That is too funny.

In some ways, the change seems sort of mc-stupid in a mc-avant garde kind of way.

[s1eve]

Originally Posted by robotic

Clownish burger icon crosses over

In new advertising, he has been replaced by a woman sporting a bikini and high heels, The Times reported.

Kidsbeer and now this? The Japanese have got it too good.

[yuuteya]

mac has been loosing slowly and only good for being cheap and easy to find because so many stores, mostly junior and high school students go there. but if we have the choice most people generally like to go to mos more than mac, even if theyre more expensive, its because mos has quality, healthyness and service is the best. personally i and others think mos is best, then maybe next is first kitchen.

[yoMAMA]

Originally Posted by ChottoMatte

Might they be called --

McHotties?

In page video: http://www.mcdonalds.co.jp/sales/cmlib/cm02_300.html

that was so not appetizing.

[Faithless]

Originally Posted by yoMAMA

that was so not appetizing.

This is probably less so.



Yo! Gimmee some more. That stuff's the shit!

[thaite]

You gonna eat that?!

[TB4000]

How come chubby kids always wear garish hats?

[hooligan]

Replaced with the neo-con Ronald Reagan.

[Faithless]

Some more McHotty images.

Maybe they should just do-away with the clown.

[Chinasaur]

To be honest...I never really liked the clown.