Is it any actual shock? After the unmitigated U.S. success of its celeb meal partnerships with Travis Scott and J Balvin, McDonald’s is now going international with one of many planet’s hottest teams.
Immediately, the fast-feeder introduced that it’s teaming up with Korean pop superstars BTS for its latest “signature” meal. This one, which debuts on Might 26, will characteristic a 10-piece McNuggets, medium fries, medium Coke, and, for the primary time ever within the U.S., Candy Chili and Cajun dipping sauces tailored from widespread dips at McDonald’s South Korea. The meal is claimed to be the group’s order of alternative.
coming this Might: #TheBTSMeal
The meal will initially launch within the U.S., Canada, and Brazil, earlier than rolling out concert-tour fashion to about 47 different nations spanning six continents between Might 27 and June 25. That is the primary time McDonald’s is including one thing even remotely new to its menu for one in all its celebrity-styled meals. Whereas each the J Balvin and Travis Scott meals have been made up of present McDonald’s merchandise, the dipping sauces for the BTS version have been beforehand solely obtainable in South Korea.
Whereas there have been no particular particulars, McDonald’s did trace at “extra surprises within the coming weeks” round this collaboration. May we be in for BTS x Golden Arches streetwear? The model’s merchandise collab of greater than 100 gadgets with Travis Scott was wildly popular with collectors and resellers.
It’s additionally the primary time McDonald’s can be tapping a true international phenomenon. BTS followers, generally known as the ARMY, are legion, with greater than 48 million subscribers to the YouTube channel, 40 million Instagram followers, and about 30 million Twitter followers. They’ve exhibited their collective energy and affect in a variety of inventive methods, like taking over anti-Black hashtags, and matching the band’s $1 million donation in assist of Black Lives Matter.
Coming this Might: The BTS Meal pic.twitter.com/iarw2gYMsx
— McDonald’s⁷ (@McDonalds) April 19, 2021
For McDonald’s, it’s the newest incarnation of a broader model technique it unveiled final fall. Known as “Accelerating the Arches,” one in all its foremost pillars is to maximise advertising by “investing in new, culturally related approaches.” Again then, McDonald’s U.S. chief advertising officer Morgan Flatley instructed me that over the previous few years, the corporate’s advertising tended to be transactional. “It’s like a fast hit and then you definitely’re accomplished, versus constructing an intense fandom and loyalty that exists with a lot of essentially the most liked manufacturers on this planet,” Flatley mentioned. “McDonald’s is among the largest and iconic, however I feel our problem now could be to make it one of the liked manufacturers on this planet.”
With this high-profile pitch to maybe essentially the most fervent fanbase on the planet, the Golden Arches is setting the stage for a record-setting, monster hit of a meal.