McDonald's has launched yet another campaign in the hopes of rescuing its unhealthy image and boosting sales after continual slumps.
The Oakbrook-based fast food chain has unleashed its new packaging for cyclists ordering Big Macs at the drive-thru. The McBike is packaged so cyclists can hang it on their handlebars without spilling anything, even a soft drink.
The new packaging was designed by the ad agency Tribal Buenos Aires in Argentina. It was first launched in Copenhagen, Denmark, and then in Medellin, Colombia. According to Tribal Buenos Aires, the McBike will next hit Amsterdam and Tokyo. No word yet on when or if it will make it to drive-thrus in the U.S.
The new packaging is one of McDonald's many recent attempts to increase sales. In March, the fast food company cut the use of antibiotics in its chicken products after backlash from customers about the safety of their food.
Not all changes are meant to shed the company's old image, however. In January, McDonald's started a new ad campaign to bring back the "lovin'" in its "I'm Lovin' It" slogan.
In the U.S., the company has struggled to regain its former dominance of the fast food industry. Last week, the Associated Press reported that Mcdonald's was shrinking in the U.S. for the first in its history, as more restaurants were set to close than to open this year.