Multinational Campaigns

Insights on cross-border marketing campaigns

Multinational Campaigns

Lia Zarantonello, Bernd H. Schmitt and Kamel Jedidi, Journal of Advertising Research, Vol. 54, No. 4, 2014
This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development. A dataset of 257 television commercials from 23 countries was used in the analysis.

Jennifer Lewis and Peter Fenton-O'Creevy, MRS Awards, Finalist, December 2014

This article explains how Lurpak, the butter brand, developed a global brand positioning that was effective in a range of countries at different stages of market growth.

Fran Alberry, MRS Awards, Finalist, December 2014

This article explains how Knorr, the cooking and ingredients brand, defined authenticity as a universal term to internationalise its brand positioning.

Matthew Wowk, Warc Prize for Innovation, Entrant, 2014

This case study describes how product testing company Ayton Global Research created a system to standardise product testing around the world.

Peter Foster, Adam Abu Nab and Daniel Heale, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study sets out how the film The Wolverine's home entertainment release was supported by an innovative multi-platform storytelling experience across social platforms.

Michel Laroche, Marcelo Vinhal Nepomuceno and Marie-Odile Richard, International Journal of Advertising, Vol. 33, No. 4, 2014
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order to provide them with better guidelines, we conduct a content analysis of humorous print ads from China, the United States and France.

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.

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.



Multinational Campaigns

Key trends and theories of cross-border approaches


Global planning

How to bond central ideas to local executions


Stella Artois 5%: Let's talk about relationships

A new approach to global brand management



The new world order for global brands


Havana Club: Nothing Compares to Havana

Euro Effies winner repositions a rum brand across the region