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« In the news: September 7, 2006 | Main | Hybrid happy meals: a wiser choice for McDonald's »
September 7, 2006
McDonald’s responds to Hummer protest
On McDonald’s CSR blog, Vice President Bob Langert has defended the company’s Hummer Happy Meal promotion by dismissing the effect that advertising has on children:
… I polled my staff who have or had children. One of them said her children enjoy the little Hummer replicas as toys, just as many kids like toy trucks, regardless of make or model. She drives a MiniCooper, walks with her children to get groceries, bicycles with them on weekends, etc. Another said her grandchildren absolutely love the toy Hummers--that they're fun.When Langert says "the miniature Hummers are just toys, not vehicle recommendations" he's being either naive or disingenuous–-everyone knows that promotions exist to drive sales. Last time I checked, Hummer was not in the business of making kids happy. They are in the business of selling vehicles that pollute the air, waste gas, heat up the atmosphere and send asthmatic kids to the hospital. If McDonald's is truly concerned about the environment and health, why do they want to be associated with that?
Of course, there's nothing scientific about this poll, but I think it makes an important point. Looked at through children's eyes, the miniature Hummers are just toys, not vehicle recommendations…
I've submitted these thoughts in a comment on Mr. Langert's blog, and the comment has yet to be approved for posting. If it’s not up by tomorrow I'm sounding the astroturfing bells.
***************
UPDATE: After more than 5 days--and critical posts on TreeHugger, AdWeek, Fast Company, Emergence Marketing, Church of the Customer blog, AutoBlogGreen, TriplePundit, CityHippy, and several others,--McDonald’s is unable to ignore the buzz calling into question the authenticity of its corporate blog. Last night, VP Bob Langert began allowing comments, but has yet to respond to any of them. Langert still needs to respond to live up to his blog’s name, “Open for Discussion.”
Comments
I hope McDonalds allows for dissenting views on thier blog....Something tells me otherwise.
Posted by: Andrew Azman | September 7, 2006 8:41 PM
Yeah--keep checking back. It will be interesting to see if the McBlog is more of a McAstroTurf front.
Posted by: Matthew | September 7, 2006 9:07 PM
Yeah ok sure, so if advertising has no effect on children, then why do any manufacturers of toys and food designed to be consumed by kids do any advertising?
That statement by McDonalds is one of the most pitful statements I've ever seen.
That guy would fit in Washington just perfectly.
Posted by: Ratman | September 8, 2006 8:00 AM
McDonalds
=
morte-muerte-Death
Posted by: rodrigo - Brazil | September 11, 2006 2:47 PM
Matthew,
Loved your comment once it finally showed up. It was exactly what I had been thinking.
While I sincerely appreciate McDonald's efforts in sustainability, efficiency and health (every bit helps), I do have to question the cross-promotion on this one. Someone please educate me - when McDonald's offers branded toys, what exchange of money or favors occur? I'm fairly certain that there is significant negotiation and reams of paper covered in legal jargon involved. It would be interesting to know where this deal originated and who approved it.
Everything I read from Bob sounds very scripted. I can't help thinking he really needs to stop drinking the koolade.
Posted by: Ariel | September 12, 2006 3:25 PM