
Macca’s has turned the humble cardboard drinks tray into an actual handbag, complete with cup holders, gold hardware and enough room for keys, sunnies and headphones.
The limited-edition McCafé Tray Bag takes the familiar cardboard drinks tray and turns it into a proper carry bag, finished in a rich fig colour with a chunky shoulder strap, zip pocket and dedicated drink holders. Only 100 will be available in the first drop, and they’ll be free.
It is ridiculous in exactly the way a fast-food fashion collab should be, but the timing is not completely random. Macca’s has spent much of this year pushing further into drinks, including a national beverage expansion in July that added 10 new options across Refreshers, Energisers, Crafted Sodas and iced and cold coffee.
“Earlier this year, Aussies showed us they’re more than willing to mix up their usual drink order, and we’ve continued to see that adventurous spirit grow,” said Tobi Fukushima, Marketing Director of Menu at McDonald’s Australia.
“We’re always looking for new ways to bring exciting flavours to our customers, and these two new drinks are all about giving people fresh reasons to discover a new favourite sip.
“At the same time, we know drinks have become more than just something to enjoy. They’re part of daily rituals, culture and self-expression, which is why we couldn’t stop at drinks alone.
“The McCafé Tray Bag is a playful reimagining of one of our most iconic items, bringing together fashion, function and our love of the drinks run in a way only Macca’s can.”
There are now three more additions to the drinks menu on the way, giving the Tray Bag something new to carry:
Iced Tiramisu Latte with Cold Foam: McCafé espresso with tiramisu flavoured syrup and milk, served over ice and topped with cold foam and cocoa.
Red Bull Strawberries & Cream Energiser: Red Bull with strawberry flavoured syrup, topped with cold foam and freeze-dried strawberries, served over ice.
Affogato: A shot of McCafé espresso poured over vanilla soft serve.
Fashion and lifestyle creator Riley Hemson fronts the Tray Bag campaign, which plays directly into the way coffee runs have become content in their own right.
“I love anything that’s unexpected, and this is probably the most unexpected accessory I’ve ever owned,” said Hemson.
“It’s instantly recognisable, a little bit playful but still looks chic. Whether I’m grabbing my go-to Brown Sugar Shaken Espresso or catching up with friends over a crisp Refresher, it’s my new drinks-run essential.”
The first 100 McCafé Tray Bags will be available from 12 pm AEDT on Friday, October 9 through the dedicated Tray Bag website, with a second drop still to be announced.
The Iced Tiramisu Latte with Cold Foam, Red Bull Strawberries & Cream Energiser and Affogato will join Macca’s menus nationwide from Wednesday, October 14.
Source: Omnicom
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