Agency: BMP DDB | Authors: 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...