McDonald's used Ronald McDonald in its 1960s advertising to make the brand appealing to children.
Ronald first appeared in a 1963 television commercial and quickly became the central character in McDonald's family-oriented branding. His clown identity linked the restaurant with playfulness, imagination, and children’s entertainment rather than only with hamburgers and fast service.
The character later became the leading figure in McDonaldland, a fictional setting populated by additional mascots. This gave McDonald’s a flexible storytelling system for commercials, restaurant displays, packaging, and promotional products. Ronald’s bright costume also made him highly visible in advertising and at public appearances.
Ronald did not replace every earlier brand element. Speedee remained important in the company’s early history, while the Golden Arches became the enduring corporate symbol. Ronald’s role was specifically to humanize the brand and create a recognizable family-friendly face for its advertising.