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Branding within different countries

steelandfeather
Mar 13, 2017
3 min read

Denmark | Momondo advert

Where are we all from? Can we say that we are 100% one nationality? This is one of the aspects the Danish produced advert for Momondo is challenging with their campaign “The DNA Journey, which went public last summer. It can be argued that this advert is not only telling an emotional story but is also challenging the “Status Quo”, since the story is about a group of people with different nationalities who are going to take a DNA test to find their true origin.

The story is touching on stereotypes and presumptions of countries and showing how we as humans can be selfish. However the campaign had driven great attention, since Momondo has built a story around the brand. This story touches on emotion and personal preferences which people can relate to and making us rethink our thoughts. “So I’m Muslim Jew”, is the statement from one of the people in the advert. The advert ends with the statement: “An open world begins with an open mind”. This advert is going together with their overall campaign “Lets Open Our World”

Mexico | "Te Hace Falta Ver Más Bax"

“Te Hace Falta Ver Más Bax” (You need to watch more box) was done by Nomades Mexico advertising agency for Tecate (one of the main beer brands) in Mexico. It was released in 2015 starred by Sylvester Stallone. The campaign consisted of a tough and strong man that disapproves other men’s behavior and subtly suggests them to rethink what they are doing, ending with the phrase “te hace falta ver más bax”. The aim was to refresh the brand and build a stronger relationship with boxing. Since all the commercials were in Spanish, the American accent of Stallone sounded as a mispronunciation (‘bax’ instead of ‘box’). People reacted positively in social media, they created a lot of UCG helping the campaign go viral and thus, with successful results. The videos were first created for YouTube, but after the positive public’s reactions they were launched on TV, and a second badge was created in 2016.

This is one of the four videos of 2015’s campaign

The Netherlands | Heineken ‘World Famous’ #morebehindthestar

Heineken beer is known worldwide and has a strong marketing reputation and usually scores very well with its commercials. In 2008 they came up with the walk in fridge idea, where you see women scream because of a walk in closet, a few moments later they are overruled by the scream of men because of a walk in fridge full of Heineken beer. The brand is recognized by its green color and red star. It has been around for 143 years, is sold in 192 countries, still uses its original formula of three ingredients and is still family owned. Yet Heineken thinks that people do not really know the story behind the brand.

Thus, they decided to work together with Benecio del Toro in 2016. He is a Puerto Rican actor and is often confused for other “latino” actors. It is basically the same situation, people think they know, yet they do not. The new campaign’s slogan is: There is more behind the star.

Spain | “Give them the best now because they will do it tomorrow “

From Spain, we would like to talk about Campofrio, a multinational food company that produces different kind of processed meat products. During the last years the brand has become famous for its emotional campaigns. The brand connects with its audience driving stories about what people are concerned about, from the financial crisis to women rights or even the importance of working together for breaking our cultural differences. The brand has also built its reputation for highlighting the national values, talking about what makes Spain special.

“Give them the best now because they will do it tomorrow “ is its latest campaign where the brand announces its new sausages. This time the brand connects with family mothers setting a metaphor about the importance of raising kids with Campofrio’s sausages.

Swaziland: A Bell's Advert

This stirring and compelling advert from Bell’s Whisky, tells a powerful narrative that is identifiable and empathetic. A story of a father who perseveres to be regarded as a “man of character”. Gradually accumulates small victories as he begins his journey towards learning to read; spelling new words and attending adult literacy class. The “twist” at the end which the writer has kept from the audience is an emotional echo of the protagonist journey, as he overcomes a societal issue of adult illiteracy. Finally, he is able to read a novel written by his son. It makes you say “give that man a bells!”