The image of Ronald McDonald is iconic throughout the world. The McDonald’s mascot has been selling happy meals in nearly every country in the world for decades. Now, with the internet bringing companies closer than ever to consumers, Ronald McDonald is receiving a significant makeover and hopping into social media.

McDonald’s this week officially unveiled the new image of Ronald McDonald, showing off the clown’s new look. The company’s “brand ambassador” had shed his baggy jumpsuit for a more modern-looking red blazer over a red-and-white striped rugby shirt. The clown also now wears a (normal-sized) bowtie. His pants have remained yellow and big red shoes are still a part of the costume.

A video released this week by McDonald’s shows off Ronald’s transformation over the course of one photo shoot:

“It’s wonderful to see what Ronald means to people around the world,” said Marlena Peleo-Lazar, chief creative officer at McDonald’s USA. “We couldn’t be more excited to give him a new look and send him off to visit his fans everywhere.”

In addition to the makeover, Ronald will become part of McDonald’s social media marketing. McDonald’s is touting the clown’s transformation through the Twitter hashtag #RonaldMcDonald. Unsurprisingly, people have been using Twitter instead to make fun of the announcement and project their fear of clowns:

The Ronald makeover comes just weeks after Taco Bell launched a new ad campaign aimed directly at McDonald’s. The ad has several real men (that aren’t clowns) named Ronald McDonald praising Taco Bell’s new breakfast menu.

Image via McDonald’s