McDonald’s is changing its name to “WcDonald’s” temporarily

McDonald’s has temporarily rebranded itself as “WcDonald’s” in a unique marketing campaign inspired by anime. This change, which involves flipping the iconic golden “M” to form a “W,” started on February 26, 2024, and will last until March 18, 2024, across more than 30 global markets.

Background and Purpose

The “WcDonald’s” concept has appeared in over 100 anime films and shows as a fictional version of McDonald’s. This rebranding is McDonald’s way of paying homage to its portrayal in anime and engaging with anime fans. Tariq Hassan, Chief Marketing and Customer Experience Officer at McDonald’s USA, stated that the campaign honors the creativity of anime fans and brings their vision to life​.

Campaign Elements

1. New Sauce: The campaign introduces a new “Savory Chili WcDonald’s Sauce,” featuring a blend of ginger, garlic, soy, and chili flakes, designed to reflect the bold and dynamic spirit of anime heroes​.
2. Anime Shorts: McDonald’s has partnered with Studio Pierrot, the animation company behind popular series like “Naruto” and “Bleach,” to create four episodic anime shorts. These shorts explore different anime subgenres:
   • Action: “The Race to WcDonald’s”
   • Romance: “Love from Across the Booth”
   • Mecha: “WcNuggets Space Frontier 3000”
   • Fantasy: “The Wisdom of the Sauce”​​
3. Manga Packaging: Custom packaging featuring manga illustrations by Japanese artist Acky Bright. These designs include characters and stories that can be accessed through QR codes on the packaging​.
4. Immersive Dining Experience: An immersive dining experience is set to take place in Los Angeles on March 9-10, 2024. This event will feature 360-degree projection mapping and interactive tabletop projections, transporting guests into the WcDonald’s universe​​.

Reception and Cultural Impact

This campaign taps into the growing influence of anime culture worldwide, acknowledging its significant impact and integrating it with McDonald’s brand. By doing so, McDonald’s aims to connect with a younger, anime-loving audience, celebrating their creativity and engagement with the brand over the years.

For more details, you can read the full articles on Indy100, AS USA, PopCulture, and McDonald’s Corporate Site.