Ever wondered if you were the only one who thought that Coca-Cola from McDonald’s tastes so good? Well, now you will know that wasn’t the case, as there are a lot of people out there who could attest to its taste. In a new spot for the fast food chain, Mindy Kaling is effusive and charming as she instructs TV viewers to do a Google search for “that place where Coke tastes so good.”
Resorting to a super creative strategy, the ad, featuring Kaling in a bright yellow dress, never once mentions the name of McDonald’s. Yet the creative risk seems to have paid off. The ad, posted April 10 on YouTube, has racked up over 3.5 million views so far, testifying that the masses are loving it.
The name of McDonald’s is missing from the description, too, which reads: “This is that YouTube video for that place where Coke tastes so good. Now selling any size for $1.” The ad doesn’t even find a place on the company’s social media accounts.
The ads, which are part of the chain’s first unbranded marketing campaign, are meant to play on how teens and twentysomethings use their phones while watching TV, while also acknowledging “how they’re discovering information” they trust, Deborah Wahl, chief marketing officer of McDonald’s for the United States, told The New York Times. “They are very influenced by word of mouth and what their peers say,” she said.
On April 13, Kaling also updated her followers on Twitter about her new project, saying, “I partnered with a brand w/o being able to say the name of the brand. Is that normal?” The Indian American actress wondered if she could be paid in fries.
The report adds that the new ads have come out of We Are Unlimited, a relatively new creative ad agency that is dedicated to McDonald’s and operates within Omnicom Group, a holding company.
And if you were still stuck on the taste of the fountain drink, there are many reasons for that taste, according to the company, which says it simply follows the guidelines set by the beverage giant and takes steps to ensure it tastes the same as when you buy it in a bottle. A wider straw also comes into play, the company believes.
“The water and Coca-Cola syrup are pre-chilled before entering our fountain dispensers with the ratio of syrup set to allow for ice to melt,” reads the description on McDonald’s website. “We also keep our fountain beverage system cold so your drink can always be at the peak of refreshing. In order to ensure our drinks are always meeting a gold standard, we have proper filtration methods in place.”
Watch the new McDonald’s ad here: