Ronald-the-clown haters just might only be half as smart as they think: Their plan could easily back-fire!

It's amusing sometimes to watch all the sidewalk business do-gooders who have strong opinions and all kinds of advice, but which, frankly, in the end doesn't always make much sense.  If you've been paying attention to the media, there are individuals and organizations who are vocal advocates calling for the McDonald's company to retire their 48 year-old brand spokesperson--should I say spokes figure--Ronald McDonald the Clown.  

If I understand correctly what they want, it's to make the big, bad, evil circus clown icon to simply die and stop driving little boys and girls to want the stuff that's theirs to be acquired at some all-too-near-by McDonald's fast food restaurant.  Most recently there's been about 550 "health care professionals and organizations" which have signed an open letter to McDonald's CEO, requesting the end to Ronnie.

Ready for a McDonald's ad effectiveness smack-down?

What they don't realize is that if McDonald's execs actually followed their advice--they'd likely be helping the fast-food giant be more effective with kids without the clown than they are today with the clown.  You see, the current media research shows that Ronnie's not having much of an effect in moving the needle in favor of the chain.  In the most recent campaign comparisons for food vendors, McDonald's--with Ronnie back—didn’t even make list the top ten advertisers, yet with massive amounts spent on media buys.  

Here's what happened in a test of advertising effectiveness: Compared to other fast food chains like Subway, DQ, Wendys, Burger King, Baskin Robbins, Popeye's, Taco Bell, and Sonic, McDonald's commercials--with a reintroduction of Ronnie--constituted a dominant 30% proportion of the sample of ads tested--and failed to register ahead of any of these competitors, some of whom had only a fraction of the number of ads run by McDonald's!  

Have you seen the Colonel recently? 

The simple reality is that Ronald McDonald as a spokes figure is likely fast becoming an anachronism, a historic relic that the firm has employed and invested in for almost half-a-century, but who's--just maybe--becoming dated and irrelevant in a day and age without the Colonel and a far more attractive-and-younger-looking Betty Crocker than she used to.  

I have a good hunch that if the McDonald's people really followed the advice of their detractors--they'd be doing themselves a favor in the long-run.  And, in an odd sort of way, by doing exactly what their critics demand, they'd accomplish in the end exactly what the anti-Ronnie people don't want them to do--to sell more powerfully and effectively to kids, i.e., with a more modern, contemporary icon.  

The Ronnie-haters really need to beware of what they're asking for!  They may get what they want and--at the very same time--get exactly what they don't want!
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