With the monopoly that is McDonald’s, it would prove difficult to avoid its advertising campaign, whatever medium being used.  Clearly the fast food chain has never struggled to have effective marketing, but a new campaign for McCafe in the form of billboards reaffirms the statement of their dominance in advertising.

                Primarily copy, the billboards target financially exhausted Americans weary of the struggling economy and disgusted with the price of coffee growing exponentially like oil.  Like music to their ears, the billboards present lyrics that sing into the heart of any distressed American dying for a cup of coffee but not at the price of a precious limb.  Satirically serenading about the expensive prices of café chains like Starbucks, McCafe proudly competes with quality found with affordability, in another word, value.

                One such billboard of the aforementioned McCafe campaign states plainly, “I’m a coffee lover, not a millionaire”.  This is a powerful message for the early morning commuter looking for a cup of consciousness that won’t make the first few hours of pay a written check to the nearest coffee shop.  The sardonic humor in the single sentence says so much to the consumer.  The economy may be down, your wallet may be tight, but that doesn’t mean you have to sacrifice your morning caffeine, or the taste.

                There aren’t many opportunities to take advantage of a suffocating economy, but if one company could pull it off with a single sentence, it would be McDonald’s.