McDonald's Destiny Fulfilled With New Music Partnership
McDonald's today announced a multi-dimensional global partnership with R&B super group Destiny's Child. The trio of Beyoncé Knowles, Kelly Rowland and Michelle Williams will play an integral role in the McDonald's worldwide brand campaign -- "i'm lovin' it" -- bringing a new, exciting energy and attitude to McDonald's ongoing approach of connecting with customers in fresh, relevant ways.
"We're lovin' the chance to work with McDonald's and know that together we'll create lots of fun and cool surprises," said Beyoncé Knowles, founding member of Destiny's Child. "McDonald's shares our passion for music, so we can't wait to start connecting to our fans -- McDonald's customers -- all over the world."
The global partnership will include McDonald's sponsorship of the group's new worldwide tour -- "Destiny Fulfilled and lovin' it." The tour begins in the spring of 2005 and includes stops in the United Kingdom, France, Germany, Spain, Japan, Australia and Brazil, as well as throughout the U.S. and Canada next summer. Destiny's Child will also be featured in new commercials and special restaurant merchandising around the world.
"Our worldwide 'i'm lovin' it' campaign gets another shot of high-energy excitement with this blockbuster partnership," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "Music is a universal language that touches the lives of everyone. And it will continue to power our brand as we connect to our customers around the world in fresh, relevant ways. Destiny's Child is a dazzling addition to McDonald's."
Additionally, the artists will lend their support as worldwide ambassadors for World Children's Day(TM) at McDonald's, the company's annual global fundraiser benefiting Ronald McDonald House Charities® and other children's causes that culminates on November 20.
"We will continue to develop innovative, breakthrough programs in the areas of music, fashion, entertainment and sports," said Dean Barrett, Senior Vice President, McDonald's Global Marketing. "These universal themes connect with people everywhere and this partnership will help us achieve our goal of surprising and delighting our customers around the world."
"In the U.S., music has and will continue to play a major role in all of our initiatives," said Bill Lamar, Senior Vice President and Chief Marketing Officer for McDonald's USA. "We look forward to hosting next year's 'Destiny Fulfilled, and lovin' it' tour and the opportunity to work with one of the most popular female recording groups of all time."
Destiny's Child formed in Houston, TX, and rose to become one of the best-selling groups of the late-90's and early 00's. Members Beyoncé Knowles, Kelly Rowland and Michelle Williams burst onto the music scene in 1997 with their multi-platinum single "No, No, No." The multi-Grammy award-winning trio has sold more than 40 million records and received a total of 22 gold, platinum and multi-platinum RIAA certificates. The group's new CD, "Destiny Fulfilled," will be released on Nov. 16, 2004.
McDonald's is the leading global foodservice retailer with more than 30,000 local restaurants serving nearly 47 million people in 119 countries each day. Approximately 70 percent of McDonald's restaurants worldwide are owned and operated by independent, local businessmen and women.
