Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns


Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.


Crystal Rix and Lucy Howard, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Twix, the chocolate brand, invented a brand history to engage people and increase sales in the US and other markets.


David Tiltman, Event Reports, APG Big Thinking on Strategy, October 2014

This event report explores the marketing needs of two new types of brand, global brands and disruptive, tech-driven brands.


Low Lai Chow, Event Reports, The APPIES, August 2014

This event report looks at how Heineken has tackled the marketing of a global brand in local markets across Asia.


Sonya Misquitta and Dheeraj Sinha, Market Leader, Quarter 4, 2014

This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.


Sonya Misquitta with Dheeraj Sinha, WPP Atticus Awards, Highly Commended, Strategy, 2013

This article sets out five principles for international companies wanting to create a successful food brand in India.


Stephen Whiteside, Event Reports, Internet Retailer and Conference Exhibition, June 2014

This event report discusses the role that ecommerce plays for Puma, the sporting goods group.


Brian Carruthers, Event Reports, Marketing Week Live, June 2014

This event report outlines how Diageo, the alcoholic drinks company, approaches power brand building across global markets.


Case Study

evian Baby&Me
Effie Worldwide, Gold, North America Effies 2014

This case study describes a global campaign by bottled water brand Evian, which invited people to meet their 'inner baby', a new take on the brand's long standing 'youthful' messaging.

WARC RECOMMENDS


WARC BRIEFING

Multinational Campaigns

Key trends and theories of cross-border approaches


ADMAP

Global planning

How to bond central ideas to local executions


CASE STUDY

Stella Artois 5%: Let's talk about relationships

A new approach to global brand management


MARKET LEADER

Globalisation

The new world order for global brands


CASE STUDY

Havana Club: Nothing Compares to Havana

Euro Effies winner repositions a rum brand across the region