Business

Ronald McDonald Jumps on the Twitter Bandwagon – and Gets a New Look

This undated image provided by McDonald's on Wednesday, April 23, 2014 shows the character Ronald McDonald with updated clothing. On Wednesday, the company said the mascot will take an active role on social media for the first time. The move marks a turnaround from recent years, when he faded to the background as McDonald’s came under criticism for using him to market to children. But the world’s biggest hamburger chain seems ready to give its clown a higher-profile role as it works to boost weak sales. (AP Photo/McDonald's)
Ronald McDonald showed off his updated attire.McDonald's/AP

It looks like Ronald McDonald is joining the world of Twitter, but before he does, he’s getting a bit of a makeover.

McDonald’s Corp. announced Wednesday that the company would begin featuring the Ronald McDonald character on Twitter with the #RonaldMcDonald hashtag. The company will post photos and videos of the character on its existing social media accounts, including @McDonaldsCorp, according to NBC Washington.

The company says Ronald McDonald won't have his own Twitter handle, but that it will post photos and videos of him on its existing social media accounts. The clown, known for his painted-on smile and baggy yellow jumper, will also appear in TV ads later this year wearing new clothes, including cargo pants and a vest.

Advertisement—Continue Reading Below

So what will the new look entail? Ronald’s updated attire will include cargo pants and a vest with a striped rugby shirt. But don’t worry, his big red shoes are staying. The company said he’ll break out a “whimsical new red blazer” for special occasions, reports The Chicago Tribune.

The new wardrobe was designed by theatrical designer Ann Hould-Ward.

"Designing new clothes for Ronald McDonald was one of the highlights of my career," Hould-Ward said in a statement issued by McDonald's. "I've worked with some really big names over the years and suiting up a living legend was a real thrill."

The Ronald McDonald character debuted on television in 1963, and his last makeover was in 2005. For the past few years, he’s focused on being the face for Ronald McDonald House Charities.

This latest makeover comes about a month after Taco Bell began its advertising campaign for its brand new breakfast menu, according to The Chicago Tribune.

The move comes less than a month after Taco Bell brought out an advertising campaign for its new breakfast menu featuring real men named Ronald McDonald saying how much they loved the food from one of McDonald's leading rivals. Oak Brook-based McDonald's also announced the Ronald McDonald overhaul a day after it reported quarterly sales and profits that were lower than Wall Street had anticipated.

How does Ronald feel about the changes? In a statement on the company’s website, Ronald shared, “Selfies … here I come! It’s a big world and now, wherever I go and whatever I do ... I’m ready to show how fun can make great things happen.”

Share