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McDonald’s say “Sorry” in The Straits Times
In celebration of the lunar New Year next month, McDonald’s have produced a twelve-piece Doraemon "lucky charm" set that customers can collect. Each charm represents a different animal of the Chinese zodiac. Out of respect for Singapore’s large Muslim community, however, they replaced the pig with a cupid charm. Such a move provoked much public criticism, and McDonald’s have since reversed their decision. Of interest to us is how McDonalds have managed to turn a potential PR disaster into an excellent marketing opportunity that is aligned with, and therefore strengthens the message of humility and care. First is the very fact that McDonalds excluded the pig in the first place. Such cultural sensitivity may be misplaced, but in hindsight the publicity garnered from this campaign has allowed them to enforce the message that McDonald’s is culturally in tune with the Singapore market (although we do recognise that this could also be argued the other way). Second, in today’s Straits Times they ran t
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