McDonald's: The 1 Dirham Coin for the 1 Dirham Cone

Fast-food brand McDonald's used print to reinvigorate sales of its vanilla soft-serve ice-cream cone in the United Arab Emirates.

Campaign details

Brand: McDonald'sBrand owner: McDonald'sLead agency: FP7 McCann Dubai, FP7 McCann RiyadhContributing agencies: UM DubaiCountry: United Arab EmiratesIndustries: Restaurants & takeawaysMedia channels: Merchandise & free  gifts, NewspapersBudget: Up to 500k

Executive summary

The highest sales for a vanilla soft-serve ice-cream cone costing 1 UAE dirham were achieved by an ice-cream cone from McDonald’s, of all places. And this happened in today’s world of huge varieties and flavours in the ice cream category.

What was interesting is that these sales were achieved using the most...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands