Warc Briefing: Multinational Campaigns

This briefing offers an overview of the history, theories and key trends related to Multinational Campaigns.

Warc Briefing: Multinational Campaigns

DefinitionMultinational campaigns feature brands sold in multiple countries supported by advertising or other marketing activity in those countries.

Quick facts

  • When Magnum, the ice cream brand, relaunched in Europe, it had to tweak its "Deadly Sins" campaign in Germany as Germans were not familiar with the seven deadly sins concept
  • Campaigns by Diageo's Johnnie Walker and Unilever's Axe/Lynx demonstrate how multinational campaigns can succeed by looking for universal consumer insights.
  • The rise of global media outlets and global consumer culture has aided brands looking for multinational ideas.

History and outlook

Global, local,...

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