McCafes Out, Fraps In For McFashionistas
Just as buyers, designers and media were getting used to mass consumer brands like QVC and McDonald's in the tents, Crain's NY today reports that MickyDee's as pulled out of its Fashion Week sponsorship after only two seasons. McDonald's deemed the sponsorship a buzz strategy around the launch of McCafe and not a longer term investment.
“We had a tremendous presence at Fashion Week in 2009. The integration allowed us to really propel our presence and awareness and generate trial of our new line of McCafe coffee,” Danya Proud, a spokeswoman for McDonald's, told Crain's adding that the goal was reached and another sponsorship of Fashion Week was not warranted. “It was designed as a launch platform.”
Starbucks has stepped in with Frappucino Lights, in what Crain's quoted experts as saying is likely a high six figure sponsorship.