I went to McDonald’s during the holidays, and the Grinch had completely taken over. The branding was so good that I immediately said, “I’m getting whatever that is.”
Here’s the funny part—it wasn’t new. It was the same chicken nuggets and fries McDonald’s has always sold. But the experience felt different. The packaging, the story, the surprise Grinch socks, and even a small detail like dill pickle “Grinch salt” for the fries changed how it all felt.
That one tiny addition made me excited about something familiar.
And that’s the lesson.
When it comes to branding (and honestly, product design too), you don’t always need to build something new. Sometimes, you just need to reframe what already exists and sprinkle a little something extra on it.
McDonald’s didn’t change the product.
They changed the perception.
And they keep proving that the same thing, presented differently, can feel brand new.
