There are however different strategies to global marketing. One example would be McDonalds, an already internationally recognised business, having a menu that varies from country to country. Focusing on advertising specific products to countries and when it comes to global advertising, marketing McDonalds as a brand instead of products (one example would be the 'I'm Lovin' It' Campaign).
Advertisement 1: Toyota Corolla - It's a Trap
About the ad
In the release of the new Corolla (at the time), Toyota developed a global advertisement for the car. The advert was comprised of two men seeing an attractive woman on the side of the road with her broken down Corolla. The two men proceed to pull over to help then last minute the driver speeds off, he then says to his confused passenger "it's a trap, have you ever seen a corolla broken down?". The attractive woman then reveals to be a rugged male, most likely a criminal. The advertisement was broadcast to a series of countries in several languages.
Opinion
This is a fantastic advertisement. Not only does it entertain by capturing the audience, but it expressing the car's primary function of reliability and connects deeply the brands equity successfully.
Advertisement 2: Pepsi Max - Beyoncé
About the ad
The advertisement (also known as the 'mirrors' campaign) was created by Aramis Israel and Julia Tsao, and directed by Jake Nava through Believe Media. The advertisement, airing in over 70 countries, shows superstar Beyoncé in different outfits from her most memorable musical efforts, as inspiration for new fresh music and dance moves. As Beyoncé dances in all of these mirrors, she drinks a Pepsi Max, saying to 'embrace your past but live for now'. This is the start of a series of Pepsi's new slogan and 'Live For Now' global advertising campaign.
Opinion
The minute long ad is set over a catchy new song by the popstar, with an upbeat feel to the advertisement. I feel that the advertisement is very cleaver. The incorporation of one of the biggest celebrities in the world will do it, but to also incorporate the history of Beyoncé's musical career and her moving forward with the core values of the brand is a very cleaver tactic which will prove the new 'Live For Now' campaign to be very successful.
Advertisement 3: Coca-Cola - Share a Coke
About the ad
The Coca-Cola 'share a Coke' campaign started in Australia in 2011, transferring 150 of Australia's most popular names on Coke bottles and cans to promote the sharing of a Coke. This was Coke's strategy to reconnect with the younger audience, as some had never tasted a Coke before. The 'Share a Coke' program has now been replicated in 20 markets around the globe this year, including Brazil and China, this video is an example of the 'Share a Coke' campaign being advertised to Great Britain.
Opinion
The campaign in Australia has been extremely successful, and will no doubt be as successful internationally. The advert is a bunch of fresh faces sharing stories on why they want to share a Coke with that specific person, the advertisement is lively and fun. One that can be watched again, therefore when it comes on TV people will be happy to watch it, generating the same emotion when the consumers see the product for sale.
Journaled Article
(2000) Robert Z, Reid W, Readings in International Business, A Decision Approach, pages 29-42, Viewed 18 September 2013.
About the article
The article explains the risks and possible unrealism of global marketing. That successfully marketing a brand/product globally is to back it up with a creative idea. The article focuses on the success of global marketing and how it can be achieved.
Relevance
All of the global advertising campaigns mentioned above have incorporated very creative ideas that have lead to large success. However these are all already large brands, they have redefined themselves and reconnected with audiences through innovation.
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