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"Early to bed, early to rise, advertise, advertise, advertise." -Ray Kroc |
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Branching from the brothers' design of the golden arches, Kroc and his marketing team devised advertisement symbols and slogans to expand his company. They began opening 24/7, with its "Mac Tonight" and "Let's Eat Out" campaigns, creating opportunities to serve a larger consumer base. A friendly figure was chosen as the face of the company: Ronald McDonald. Willard Scott, known as Bozo the Clown, was the perfect choice for a cheery, recognizable figure to represent the values of McDonald's. Jingles such as "I'm Lovin' it" and the song listing ingredients of a Big Mac helped to brand the company, while other ads such as "we love to see you smile" reinforced the company's emphasis on catering to their customer. These techniques helped garner demand for the company's expansion, as the welcoming face of McDonald's became a Western icon.