What Coke Can Teach McDonald’s About Love

I should have loved McDonald’s ambitious Super Bowl ad promoting the idea that customers could pay with “lovin’” instead of cash. Any marketer should. It’s bold, innovative, and takes a stand. McDonald’s believes we should be nicer to each other and have a little more fun. What could be a better brand message than that?

Unfortunately, customers are most definitely NOT lovin’ it … particularly the public humiliation that accompanies “winning” the chance to do a dance or hug a stranger as paymen...