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appealing. Cluster three Chile, France, Italy, Japan, Thailand; the brand is relatively unknown, there is a need to establish what the brand stands for. In each cluster of countries, the advertising task is clearly different although it is possible that, in cases like this, the same advertising idea could work well for more than one cluster (e.g. advertising that differentiates the brand in an emotionally appealing way could work well for clusters one and two).
late to the drive shared by many people across the globe to find a partner, or help the next generation to thrive and to live a long, fulfilling life. What else unites us as human beings? This TGI data shows that spending time with the family is a priority for many people in all countries: I enjoy spending time with my family Brazil Russia India China Europe 76% 75% 62% 73% 81% And related to this, people all over the world feel that children should be free to learn and express themselves in order to develop: Children should be allowed to express themselves freely Brazil Russia India China Europe 75% 49% 63% 66% 64% At the other end of our life-span, people also like to see the older generation still getting a lot out of life: It is important to continue learning new things throughout your life Brazil Russia India China Europe 95% 78% 59% 79% 84% There remain other human truths, (such as the desire for health, exploited by pharmaceutical brands, and wealth, used by National Lotteries), which arguably have yet to be fully exploited.
But its also worth noting that some advertisers have created effective global advertising by celebrating the cultural diversity that exists in the world (like HSBC) or the ethnic diversity of its customers around the world (like Benetton).
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unique product benefit. Brands like Gillette, LOreal and Head and Shoulders have successfully adopted this approach. This can be an effective and successful strategy when there is a genuine product-based advantage and a large marketing budget.
consumers:
Heres how the Dove Real Beauty poster campaign was adapted for Russia following qualitative research that helped identify the beauty stereotypes appropriate for being criticized and images that were best for maximizing the power of the idea for Russian
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at-heart older people, and the Comfort Cloth People. In a series of ads, Huggies created a brand space where children from many ethnic backgrounds have fun playing together in a specially created, colorful soft play world. In addition to having a Brand Space, the advertising celebrates something that unites parents the world over: pleasure in watching them have fun. Coke created a fantastic brand space with their famous Christmas ads Caravan and Convoy. With these ads, Coke created a highly appealing magical world which evoked the childhood excitement of Christmas. This carries on what Coke started a century ago when it created its own Christmas world featuring the brands color red (even going so far as to dress Santa Claus in red instead of his traditional green or white). They are ads that generate strong enjoyment through emotion and the use of icons and symbols. The now familiar Christmas Coke ads successfully leverage the emotion of the season using icons such as the red trucks which have developed into strong brand cues over 30+ years and are now seen by many viewers as a welcome signal that the Christmas season is approaching. In Latvia and Lithuania, where the campaign was one of the first expressions of western Christmas icons to be seen, there is a big media event every year called the Coca-Cola Christmas Caravan Tour where the big red lorries drive around the country and bring gifts to people in need. The material in this presentation originally came from a joint project between Millward Brown and Ogilvy & Mather in 2005.
Knowledge Points are drawn from the Millward Brown Knowledge Bank, consisting of our databases of 50,000 brand reports and 40,000 ads, as well as 1,000 case studies, 700 conference papers and magazine articles, and 250 Learnings documents.
www.millwardbrown.com