The marketing genius behind America’s favorite milkshake

McDonald’s has a knack for creating special and seasonal culinary surprises, from regional specialties to the McRib. The king of all, though, is the Shamrock Shake.

The Shamrock Shake is a product that shows the power of psychology in marketing. It is practically synonymous with St. Patrick’s Day, and consumers wait for it every year. The holiday marketing also means the sweet treat is offered for a limited time. This creates an urgency in consumers’ minds that makes them purchase a higher volume of shakes in the few weeks it’s offered.

Their guerrilla advertising efforts through the years help, too.

– Morgan McCoy, The Pittsburgh 100