Problem How does a fast-food restaurant launch a specialty product in a highly competitive market? Solution Use a variety of OOH formats to maximize reach. Background McDonald’s launched its new line of McCafe beverages in late 2008. The company knew it would be facing major hurdles in New England, where competitor Dunkin Donuts dominates the mar- ket. Dunkin Donuts outnumbers McDonald’s by 3 to 1 across the entire region and as much as 5 to 1 in the urban downtown areas. Additionally, Dunkin’ outspends McDonald’s 2 to 1 when it comes to breakfast products. McDonald’s needed to convince “Java Junkies” -- those individuals who take their coffee very seriously -- to break their daily routine, habit, drive past the Dunkin Donuts or Starbucks they visit every coffee break, and go t

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