Day 044 - 02 Nov 94 - Page 66
1 MR. MORRIS: It is obvious, really, it is just that children
2 relate to that character that likes shakes, so that is just
3 a handy way of saying: "At McDonald's we have these shakes
4 and this is something you should come and get"?
5 A. I think they like the character more because of the
6 characterisation and the way that he acts than specifically
7 that he likes milk shakes.
8
9 MR. JUSTICE BELL: I think what Mr. Morris is saying is, is the
10 aim that if they like Grimace and think he is an engaging
11 personality, since Grimace likes shakes, it would be good
12 to have a shake?
13 A. That is not the aim. It certainly could be a take out,
14 but it is not the aim of the use of the Grimace. Each of
15 characters represent something that you can have in
16 McDonald's restaurants, but they do not sit there and
17 position themselves directly against that particular
18 product. But he enjoys milk shakes, and not usually in
19 most of the advertising, but he is the one character that
20 enjoys the milk shakes, yes.
21
22 MR. MORRIS: Yes, and the Hamburglar is the one that is always
23 wanting to have a burger?
24 A. Yes, that is correct.
25
26 Q. Of course, if children were to want to have a burger or a
27 milk shake all the time that would be good for your
28 company, would it not?
29 A. Certainly when they come to McDonald's and have a
30 cheeseburger, hamburger, it is good, yes.
31
32 Q. So there may be a connection between the ad and the desire
33 of the child to get a Thick Shake or a burger?
34 A. Well, all the ads are so that children will enjoy
35 McDonald's and come to McDonald's and enjoy our food and
36 purchase the food, yes.
37
38 MR. JUSTICE BELL: I thought this was common ground.
39
40 MR. MORRIS: It might be obvious, OK. About that holiday ad,
41 Happy Holiday -- sorry, that last one was, I think it was
42 48 was the cheeseburger one, "Whacky Wall". I cannot
43 remember the Grimace one, but on No. 56, I think again it
44 was the Happy Holiday one, I am not sure, the child getting
45 left behind in the skating. I put to you a question: Is
46 that not exploiting the loneliness of a child?
47 A. I do not think so.
48
49 Q. And the misfortune of a child?
50 A. No, I do not think it does.
51
52 Q. You do not think it gives the impression that McDonald's is
53 there to rescue the child when they are down, isolated and
54 cut off from their friends?
55 A. No, I think it shows that Ronald is a friend.
56
57 Q. Yes?
58 A. And enjoys the company of the children that are in the
59 commercial. In this particular ad the child did not know
60 how to skate and so Ronald picked him and, sort of, gave
