McDonald's Film SMELLING LIKE COFFEE by OMD Santiago

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Industry Coffee, Tea, Breakfast Drinks, Fast food
Media Film
Market Chile
Agency OMD Santiago
Director Mauricio Abeleida
Released June 2012


Cannes Lions 2012
Media Lions Best Use of Print Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Print
Advertiser: McDONALD´S
Product/Service: COFFEE
Agency: OMD CHILE Santiago, CHILE
Advertiser McDONALD´S
Product COFFEE
Entrant OMD CHILE Santiago, CHILE
Type of Entry: Use of Media
Category: Best Use of Print
Advertiser/Client: McDONALD´S
Product/Service: COFFEE
Entrant Company: OMD CHILE Santiago, CHILE
Media Agency: OMD CHILE Santiago, CHILE

Director: Mauricio Abeleida (OMD)
Superviser: Christian De Los Reyes (OMD)
Planner: Camila Bertone (OMD)
Executive: Daniela Medina (OMD)


The day of the newspaper delivery a record in transactions and sales of associated products (Burgers, and crescents ) was broken, increasing with a 100%. On the 4th day they ran out of stock.
We got 7 out of 10 people to buy any breakfast product.

Creative Execution

We coloured the main free newspaper in Chile with Brown colour, intervening the editorial content on the front page. Not only that: by special ink we impregnated the newspaper with classic coffee aroma.
This newspaper was delivered in places nearby McDonald´s to encourage the people to get their free coffee.

The busy life of Chileans has forced their habits to change, one of them is breakfast. They used to eat breakfast at home with the family. But now there is a 40% of Chileans that declare eating breakfast on their way to work or at the office, just to be able to get to work at time (source:
Because of this insight we detected an opportunity and that’s how McDonald´s decides to give away coffee for two weeks, communicating 3 qualities of the product: Free, Colour, Aroma
To position McDonald's as a reference in the category of hot drinks (breakfast).
Increase with 70% the transactions of sale at breakfast time (07:00 am to 11:00).