McDonald's, which is opening a casting call to consumers to appear on its worldwide cup and bag packaging, is the latest marketer to jump on the "real people" bandwagon pioneered by Unilever's successful "Real Women" campaign for its Dove brand. "If you use real people ... it gives the campaign more credibility," said Renee Fraser, a consumer psychologist and ad agency owner. "It also says to the consumer, 'You're important.'"

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