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,...