McDonald's brews up ad drive for coffee

McDonald's on Tuesday will roll out a multiplatform ad campaign to tout its new coffee offering, McCafé -- a major menu addition that includes espresso-based coffee drinks that undersell those from rival Starbucks. The ad campaign is estimated at more than $100 million and involves TV, radio, online, print, outdoor and special events. Starbucks responded to the competition with its own print campaign that launched Sunday.

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Advertising Age (tiered subscription model) · Wall Street Journal, The

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