Ronald McDonald, who has been the iconic mascot and marketing symbol of McDonald's for more than 50 years, is getting an all-new look.
Back in 2011, at the McDonald's Corp.'s annual shareholders meeting, a representative from an organization critical of Ronald, called for his retirement, suggesting that he was outdated.
The CEO at the time, Jim Skinner, responded unequivocally to the suggestion: "Ronald McDonald's is an ambassador for good. Ronald McDonald isn't going anywhere."
As well as his new, more modern look, Ronald McDonald will also be assuming a more active marketing role at the company who hope to use his family friendly image to promote McDonald's in the digital age of social media across the globe.
McDonald's said in a statement that as part of Ronald's new marketing role, having him where he belongs as the front-man face of the burger giant, means he will be hitting the public on the social media level using the hashtag #RonaldMcDonald.
The statement noted that Ronald will be on "a global mission to rally the public through inspiring events." This will include the fact that the new Ronald McDonald will be prominent on in-store graphics at branches around the world.
In his new look, Ronald McDonald has been restyled with a funky red blazer with the famous Golden Arches on the front pocket, and his own clown signature on the back.
He also sports a cool bow tie with a more proper red blazer look, but also wears yellow cargo pants and a striped rugby shirt in an alternative ensemble.
Of course, the clever designers didn't mess with Ronald's trademark oversized clown shoes and made sure to retain all the original elements of Ronald McDonald.
Broadway designer Ann Hould-Ward, who created the new Ronald told reporters: "Ronald brings to life the fun of our brand by connecting with customers around the world, whether he's promoting literacy or spreading cheer at a Ronald McDonald House."
To add to that, Dean Barrett, the SVP-Global Relationship Officer, said: "Customers today want to engage with brands in different ways and Ronald will continue to evolve to be modern and relevant."