McCafé needed to step out from under the tone and manner of the existing “I’m Loving it!” McDonald’s corporate campaign.

The brand had officially grown up. McCafé was eager to reposition itself as “A new way to Café.” A premium experience and better choice for today’s most discerning palates. Nothing fast food about it.

A new announcer personifies the rich, smooth coffee flavor.  Add the timeless sophistication and mainstream appeal of that classic Motown sound. Blended perfectly with a 4-note mnemonic embracing the syllable count and accent aigu of McCafé. After all, it’s not McCoffee, it’s McCafé.