Brushing Up on Oral Care Innovations
McDonald's Signature Collection: Range Review
McDonald’s bid farewell to Signature Collection
McDonald’s’ Signature Collection had been struggling to deliver the desired sales volumes. The brand wanted to understand if they could successfully relaunch the range through optimized communication and product development.
APPROACH
To determine whether there was scope to rebuild or reframe the existing Signature offering, we needed to fully understand any potential volume uplift. Using our SURF methodology, we aimed to identify incrementality potential in the proposed strategies.
OUTCOME
Our analysis showed that no new communication route or product build was sufficient to deliver the same volume as the existing Signature Collection. This gave McDonald’s the full and final confidence that the best solution was to delist the Signature Collection.
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