Fluid trademarks. We posted about them earlier (here, here and here): the appearance of the trademark is ‘mutated’, usually for a short-period of time, e.g. during the Christmas sales period or for a special sales promotion. McDonald’s does their own approach on fluid trademark. In Australia only.
McDonald’s’ ‘nickname’ Down Under is Macca’s (pronounce with strong Aussie accent!). This gave McDonald’s the idea for a great project. For the upcoming national Australia Day on 26 January, McDonald’s is changing all their signs from McDonald’s to Macca’s. How cool is that!
IP wise maybe not the smartest thing to do – although it is just for a very short period – but marketing wise a genius move! What better way to become one with your clients than adopting the nickname they gave you? Hats off for this one!