Gone are the days of McDonaldland and the Hamburglar; enter Travis Scott (or should we say, action figure Travis Scott). McDonald's latest foray into mainstream pop culture relevance involves a bold collaboration with rap icon Travis Scott and his record label Cactus Jack. In addition to TV commercials, social media posts, and the $6 Travis Scott meal available at McDonald's restaurants, what really drew our attention was the hip, well-designed limited edition Cactus Jack merchandise that dropped on travisscott.com.
This collaboration is a big win for the iconic fast-food chain that has seen annual global revenues decline since 2013 from $28B to $21B in 2019 and is struggling to find its place among younger adults that lean towards fast-casual shops and health-conscious trends, not to mention that many are sheltered at home this year. The tasteful and well-executed campaign is a brilliant blend of both brands and breathes freshness into the McDonald's atmosphere, though a few franchisees have complained about some of the rap star's explicit song lyrics. The Cactus Jack merch also provides fans a chance to sport McDonald's golden arches at home, giving the restaurant chain visibility in fans' lives as people these days are not passing their local McDonald's restaurants or billboards on their daily commutes.
In today's quarantine world, celebrity and influencer partnerships are more effective than ever for both brands and personalities to amplify their collective reach and provide new, interesting content for fans of either or both brands. Currently, just seven days removed from the September 8th drop, all of the Cactus Jack merchandise is sold out; all of the t-shirts, the sock pack, Cactus Jack styrofoam cup, and our personal favorite, the $90 chicken nugget body pillow. Unfortunately to the lament of fans on social media, the actual Travis Scott action figure featured in the commercials, does not seem to be for sale.