Back in April, Ronald McDonald got a new look and got reintroduced in social media.
Now, he's hitting the slopes, in Malaysia. This video shows the McDonald's clown mascot helping set up an indoor ski slope in Kuala Lumpur on a 95-degree day. Environmentalists won't be amused, but kids were, apparently.
This video, a collaboration between June, TwentyFirst and PR agency Olson Engage, is the first appearance of the new Ronald in action. Ronald, who had been linked mostly with charity and family-focused initiatives, is now up for more social media-ready outings.
The reappearance of the newly svelte Ronald coincides with the U.S. launch of Happy, a toothy character that made its debut in France a few years ago. Described as "terrifying" and compared to actor Gary Busey, Happy had a rocky introduction, but McDonald's marketing execs say they're sticking with him.
The activity comes as McDonald's has struggled to grow in the ultra-competitive fast food segment. However, the chain's same-store sales rose 1.2% in April, a sign of a possible turnaround.