McDonalds is starting off the new year with new takeout bags that seem

to offer customers a choice: Blare to the world that youre lovin it, or
hide your McIndulgence altogether.

McDonalds started rolling out the new bags last month as

part of a new marketing campaign that also includes
commercials and employee uniforms as it tries to recover
from stubbornly sagging sales and win back younger
customers.
The takeout bags on one side feature the fast-food giants Im
lovin it slogan in large, red letters, with small golden arches
in the bottom corner following the catchphrase. People who
feel embarrassed about lovin the fast-food chains food,
however, can opt to show off the other sidea genericlooking burger graphic amid a bunch of white space, with no
McDonalds logosand keep their guilty pleasure a secret.
The plain-and-simple approach to packaging is taking hold in
the industry, spurred by the fast-growing higher-end burger
chains that are likely stealing business from McDonalds. For
instance, Shake Shack and Five Guys have simple brown
bags with little or no writing. Smashburger has a white bag
with large block lettering. Wendys changed its packaging
about two years ago to be simpler, and its also now white
with a red logo of mascot Wendy.
A McDonalds spokeswoman on Friday said the packaging
was designed with a fresh, modern and simple look in mind,
to highlight the playful icons that reflect some of our iconic
menu items. The bags also have messages on the narrow
side, such as The reason people smile when you say

cheese and When life hands you onions, make a quarter

pounder.
McDonalds U.S. marketing chief Deborah Wahl said in a
video released Friday that the idea is to focus more on lovin it
the catchphrase McDonalds has sported for over a decade.
While she doesnt go so far as to say Lovin beats hatin, a
phrase expected to be part of the campaign in some way, she
closes out the four-minute pitch with: Lately the balance
between lovin and hatin seems off. Who better to stand up
for lovin than McDonalds?