Let there be no doubt about it — just because there’s some “taco shop” out there using guys named Ronald McDonald to talk breakfast smack, the true Ronny McDonny has only one master and that is McDonald’s. The chain is dusting off the 51-year-old Ronald McDonald character, giving him a new outfit and sending him out to spread the chain’s message on social media.
In a move that reminds me of taking your divorced uncle shopping and teaching him how to use the Twitter before he re-enters the dating world, McDonald’s had a designer redo Ronald’s entire outfit in an effort to make him more modern, and will employ #RonaldMcDonald across social media channels, the company said in a press release yesterday.
Clad in yellow cargo pants and a vest with a red-and-white striped rugby shirt, and on special occasions, a “whimsical new red blazer” and special bow tie, Ronald has come a long way from his yellow jumpsuit days, and he’ll be expected to work that new look all over new commercials and promotional materials for restaurants.
“Ronald brings to life the fun of our brand by connecting with customers around the world, whether he’s promoting literacy or spreading cheer at a Ronald McDonald House,” said Dean Barrett, Senior Vice President, Global Relationship Officer in the press release. “Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant.”
No word yet on whether Ronald will be trusted with his own Twitter account, but for now his no doubt profound utterances will be featured on the company’s @McDonaldsCorp account. I hope there’s at least one “What is this thing” tweet on his behalf. It’s only fitting.