McCafé Reveals a Fresh New Look with the Same Great Taste

Who doesn’t enjoy a good cup of coffee in the morning? And with McCafé®, you get that “Mmmm” factor. You know it has to be McCafé when you: take the lid off to savour every last drop, shake the ice in your cup to get one last sip, give your friend props because they brought you your favourite drink, chug it, slurp it, or sip it slowly to make it last all morning. McCafé is just that good, and now it has a fresh new look to match its great taste. 

“If you’re a McCafé lover, you know that feeling of instant satisfaction after taking your first sip of a great cup of coffee—that ‘mmm’ moment of sheer contentment,” said Rebecca Smart, marketing director for brand strategy & content at McDonald’s Canada. “And that’s exactly what we leveraged for our creative campaign, showcasing the dependable combination of value, quality and delicious flavour that is McCafé coffee.”

McDonald’s Canada’s Must Be McCafé campaign, in partnership with Cossette, introduced new beverage packaging. This new creative campaign connects with fans through their truths about the coffee-drinking experience. Since this rebrand launched in February, McDonald’s Canada is introducing the new McCafé Puffer—a limited-run, stylish puffer koozie designed to keep iced-coffee drinkers’ hands from frosting over during the winter months. This game-changing accessory will be made available via @mcdonaldscanada social starting February 27, 2024.

This McCafé brand refresh campaign is being rolled out on TV, radio, OLV, DOOH, digital media, paid and organic social, and merch. Cossette’s design team played a pivotal role in evolving the visual language for McCafé, having started work on the brand refresh in 2021. Led by design director Robyn Hansen, the team knew the time was right to make a stronger link between the McCafé brand and McDonald’s Canada. 

“Simplifying the design toolkit by using only unmistakable assets was the smartest way to strengthen the brand,” said Jenna Anderson, executive creative director at Cossette. “Introducing the cropped Golden Arches to the packaging adds an iconic and playful wink from McDonald’s Canada to the coffee credentials of McCafé. The entire rebrand is a testament to how strong partnerships and brand love can push a brand to evolve and grow without losing any of what makes it special.”