Warc Briefing: Multinational Campaigns

Definition Multinational 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, or even glocal? The way multinational companies organise their marketing is continually being refined. And the opportunities of a globalised market mean that more companies are thinking about how to run multinational campaigns.