5/4/2009

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.

Related Summaries