Johnsons's Clean & Clear: getting real about global advertising in a local market

A teenage medicated skin-care product, relaunched 1992, supported 1993-6 by U.S. advertising campaign (TV and press), translated for UK use.
Agency: BMP DDBAuthors: Polly Evelegh and Sam Dias

Johnson's Clean & Clear: getting real about global advertising in a local market

INTRODUCTION

This paper attempts to show that a global advertising idea can be more effective in a particular country if the advertising in that country is not simply a ‘translation’ of the global idea, but instead a ‘re-interpretation’ of the idea based on insightful, local consumer understanding.

This particular story concerns a medicated skincare brand that began life in the USA and was then launched successfully in the UK using ‘translations’ of the American advertising. The...

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