Fast Food Nation

District 11s marketing efforts were soon imitated by

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Unformatted text preview: nd’ captures all the goodwill and the unique emotional connection customers have with the McDonald’s experience… [Our goal is to make] customers believe McDonald’s is their ‘Trusted Friend’ Note: this should be done without using the words ‘Trusted Friend’… Every commercial [should be] honest… Every message will be in good taste and feel like it comes from a trusted friend.” The words “trusted friend” were never to be mentioned in the ads because doing so might prematurely “wear out a brand essence” that could prove valuable in the future for use among different national, ethnic, and age groups. Despite McDonald’s faith in its trusted friends, the opening page of this memo said in bold red letters: “ANY UNAUTHORIZED USE OR COPYING OF THIS MATERIAL MAY LEAD TO CIVIL OR CRIMINAL PROSECUTION .” mcteachers and coke dudes NOT SATISFIED WITH MARKETING to children through playgrounds, toys, cartoons, movies, videos, charities, and amusement parks, through contests, sweepstakes, games, and clubs, via television, radio, magazines, and the Internet, fast food chains are now gaining access to the last advertising-free outposts of American life. In 1993 District 11 in Colorado Springs started a...
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