McDonald’s Channels Jony Ive to Promote ‘the STRAW’

There’s some kind of routine to the arrival of a variety of different food products from McDonald’s, including the Shamrock Shake.

And now the fast-food chain has a Chocolate Shamrock Shake, which, as the name suggests, is a combination of a chocolate shake and the mint(?)-flavored Shamrock Shake. But apparently using a normal straw wouldn’t be good enough for this shake experience, so McDonald’s turned to actual engineers to create something new.

It’s called “the STRAW.” The “Suction Tube for Reverse Axial Withdrawal,” and it’s as complicated as the name suggests. It’s designed to let those who buy a Chocolate Shamrock Shake enjoy both flavors at once. It actually comes in a minimalistic box, too, akin to something you’d see from Apple.

And McDonald’s is also tapping into its inner Jony Ive by creating a promotional video for the STRAW, where they use a “person with a British accent,” to talk about how great the STRAW is, and how it will improve the Chocolate Shamrock Shake experience for anyone that tries it.

Here’s the video:

The STRAW won’t be available at all McDonald’s locations, but they’ll let customers know where to get one on its website in the next couple of weeks. It will be a free bonus for anyone that buys a Chocolate Shamrock Shake at one of those locations, though, while supplies last.

This isn’t the first time, and it certainly won’t be the last, that we’ve seen other companies tap into the Jony Ive-inspired promotional video. This is hopefully the only time we see it tapped for a straw, though.