Dive Brief: 

• McDonald's has revamped the Hamburglar — a cartoon character made iconic in the '90s — as a live character. 
• The attempt at making the Hamburglar a more relevant, real person has resulted in a bit of confusion from the Internet. Twitter users pointed out the resemblance between the character and popular hipster traits.
• In a TV spot the Hamburglar is a suburban dad, but in promotional images the character looks more like an millennial urban dweller — causing more confusion. 

Dive Insight: 

Because of disapproval over food and practices, any attempt at revamping the chain's image is perceived to be desperate. The silliness of the Hamburglar character worked as a 90s cartoon, but as a 21st century real-life adult the jury is out. However, the recent decision to raise worker's wages has made a positive impact on its image.