Macca's turns McCafé drink carrier into a fashion accessory

Macca’s Australia has launched a limited-edition McCafé Tray Bag, a fashion accessory made from the McCafé drink carrier, created with Wieden+Kennedy Sydney.

The bag is based on the way fans reuse the cardboard drink holder to carry everyday items. Macca’s also links it to Australia’s ‘little treat’ culture, where buying a coffee or cold drink is as much about the moment as the beverage.

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Tobi Fukushima, Marketing Director of Menu at McDonald’s Australia, said: "Getting a drink at McCafé represents so many occasions for our customers, whether it’s a morning post-run coffee or an excuse to catch up with friends.

"The McCafé Tray Bag turns an everyday essential into a statement piece, bringing a little more fun and personality to the drinks run. We can’t wait to see it in the hands of Macca’s customers this summer.”

Macca's but make it fashion

The launch follows Macca’s biggest beverage release since McCafé opened more than 30 years ago. Macca’s said the new stacked drinks lineup has received a positive response from customers nationally, and two more varieties will join the McCafé menu in mid-October.

Hannah Lawson and Jessica Beal, Creatives, said: “A drink has become more than just a drink. It’s an accessory we can’t live without. And with it, the takeaway drinks tray has evolved into a bag to hold all our other daily essentials.

"So, we took an idea already created by fan behaviour and made it real by ditching the cardboard for vegan leather and adding a detachable strap and pocket.”

The Tray Bag was revealed earlier this week through an influencer campaign and a limited-edition drop on a dedicated microsite.

Credits
Clients: Macca’s
Agency: Wieden+Kennedy Sydney
Production Company - Film: Photoplay
Post Production: The Editors
Photography: Sarah Adamson
Production Company - Stills: Photoplay
Media Agency: OMD
Social Agency: Akcelo
PR & Influencer Agency: Eleven
Digital Agency: Digitas
Merchandising / Manufacturing Agency: Creata