July 21, 2008 9:43 AM
Ad Watch: The Heart Tickling Value Meal
In 2005, Burger King opened its first Chinese store in the city of Shanghai. That year, the company announced that it wanted to open 1,000 stores in China by as early as 2010. But currently, the only Burger King in Beijing is at the new airport. There are only a dozen stores in the entire country.So when it comes to burgers in Beijing, the Golden Arches have a huge head start. They're more ubiquitous in this town than any other brand name -- probably even more so than Michael Jordan. As an Olympic sponsor, they've also taken over the national airwaves.
McDonald's has two new ads out. The first is a strange one for their Heart Tickling Value Meal -- or, as you know it in the States, the Dollar Menu:
Here's the second, featuring four Chinese athletes and the "energatic!" [sic] line of McDonalds meals:
Two post-scripts: McDonald's has a huge foothold in the Chinese market. They've invested a massive amount of money into this country. So why, with thousands of Westerners coming to town, has the most recognizable Western restaurant chosen such a strange translation for their Dollar Menu? I understand that it can't simply be renamed the Yuan Menu (1 yuan = $.15), and calling it the Six Yuan Menu sounds slightly ridiculous, but I do imagine that Westerners will have a fun time ordering off the Heart Tickling Value Meal.
Meanwhile, this McDonald's ad, while very cool, is only airing in the U.S.
February 4, 2010
3:38 AM
Alphonse Kudo writes:
Your article's topic has been one of my keenest interests for years. It's good to find someone else who shares my deepest passion.