Celebrating Culture, Music, and McDonald’s: A Fiesta Reimagined.
McDonald’s Fiesta Tour
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McDonald’s Fiesta Tour: Celebrating Mi Ritmo
The Challenge
The long-running and popular McDonald’s Fiesta Tour had built strong equity with Hispanic consumers over the years. But after many seasons on the road, the event’s look and feel needed a fresh approach. McDonald’s wanted to stay true to the music and celebration at the heart of the Fiesta Tour, while speaking to its Hispanic audience in a more contemporary, relevant, and authentic way.
The Insight
Music and celebration are timeless. While design trends change, the rhythm of community and culture never fades. We knew the Fiesta didn’t need to be reinvented—it needed to be re-energized.
The Idea
Our solution was simple: The Fiesta Must Go On.
We created a modern visual identity and communication system that elevated the tour while honoring its legacy. With bold design, vibrant colors, and rhythm-driven creative, the refreshed Fiesta Tour spoke directly to today’s Hispanic consumers without losing the spirit of joy and music that made it iconic.
The Impact
The reimagined Fiesta Tour reinvigorated McDonald’s presence in the Hispanic community:
Preserved the equity of a beloved cultural event
Delivered a contemporary look and feel that resonated with a new generation
Kept the music and energy alive while strengthening McDonald’s brand relevance
By honoring tradition and embracing change, we proved that ritmo—and Fiesta—always finds a way to move forward.