Tuesday, 11 March 2008
Racist McDonald's Ads?
 I have spoken before about using your USP (unique selling proposition) when you advertise for new employees. McDonald's in Sweden have taken this to a whole new level. At first glance the ad seems very racist - in typical Mc Donald's colours it says "We don't hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese, Chinese or Peruvians" As you read further down the add - in the little print at the bottom it reads: “Nor Swedes, South Koreans, or Norwegians. We hire individuals. We don’t care what your surname is. Because ambition and determination have nothing to do with your nationality. McDonald’s is one of the most integrated companies in Sweden, with as many as ninety-five nationalities working for us. Join us at mcdonalds.se" This is a fascinating ad - it is shocking and gets attention as well as delivers the message (eventually). The problem is that people's minds remember the first bit of data they hear associated with a company and ignore the later negation and positive twist. Those of you who have done my "Power of Gossip" session have experienced it first hand - so you know it takes a lot to undo negative gossip. I suspect McDonald's Sweden will find people will recall the list about who is not to be hired more than they will remember the later positive statements. So - while you want to use your USP in your advertising I would recommend taking the positive approach rather than the negative. Until next time Ingrid Cliff Heart Harmony Labels: vacancy advertising |
I don't know about McDonald's message but you have certainly turned it into a valuable lesson. Thanks Ingrid.