We live in an age in which differences between people are highlighted more than their similarities. In light of the increasingly fragmented and fractious nature of our world, then, are global campaigns an exercise in futility?
Not for those who work at Heineken, it would seem. It has just launched its worldwide brand ad and strapline, which it premiered on Facebook (Marketing, 19 January). Having attracted 4m hits on YouTube, 'The Entrance' ad will soon appear on TV and cinema screens. In it, a suave man encounters an eclectic cast of characters at a party, and ends up playing flute with a pop band.
It is yet to be seen, however, whether the ad will have equal appeal in all of Heineken's 170 markets. It's certainly a simple and big enough idea: those who drink Heineken are the kind of people who effortlessly negotiate any situation. Imagine a combination of James Bond, Bill Bailey and Prince William.
As part of the strategy, Heineken has deleted its local Facebook pages, redesigned its packaging and ditched more than 12 straplines around the globe, replacing them with 'Open your world'.
Elliot Polak, founder and chief executive of cross-cultural marketing adaptation specialists Textappeal, says culture-proofing is essential. However, he adds: 'This shouldn't be a recipe for bland, lowest-common-denominator campaigns. Some of the most successful are founded on a local insight. Coca-Cola's "Open happiness" speaks of the US' culture of instant gratification, but still works in India, where people have a quite different view.'
Brand strategist Helene Venge, a former global marketer for Lego and Levi's, agrees that a broad enough idea can straddle a brand's positions in various territories. Danish toy brand Lego has 'the same qualities for the same kind of people everywhere, so it's possible to run the same campaign with the same strapline', she says. 'Levi's, however, means different things to consumers in the US, Europe and Asia.' Few brands, outside sportswear, have universal appeal, she argues.
Beer may be one product that does. Heineken claims its consumers are worldly, well-travelled people, so opting for global over local ensures a consistent, unifying campaign.
Brands lost in translation
Named after its founder, Gerard Adriaan Heineken, the Dutch beer brand has travelled well over the years. Other brands, however, should consider a name change before they go abroad.
Americanisms don't always cross the pond successfully - for example, the nappy-rash ointment, Boudreaux's Butt Paste. Then there's Pee Cola, from Ghana. However, none of the above can compare to Shitto, a brand of 'hotly-spiced pepper sauce' or Eastern snack brand Only Puke. Meanwhile, Australian ice-cream company Streets has given us Golden Gaytime, a product similar to Wall's Feast, but which would no doubt provoke rather more sniggers in British playgrounds.
EXPERT'S VIEW GLOBAL CAMPAIGNS
Mike Cooper, Chief executive, PHD Worldwide
It is notoriously difficult to run a single campaign across different markets and remain effective, due to the stark differences in culture, humour, aspirations in appearance and what is socially acceptable.
Any brand embarking on such a campaign must first have done its homework to avoid any embarrassing interpretations, but the key requirement is a big idea or something sufficiently large-scale to strike a chord in people everywhere.
The danger is ending up with something that has limited appeal anywhere because it's a mile wide and an inch deep. Generally, the wider the appeal, the less effective it is - unless, of course, it is a really groundbreaking idea.
Procter & Gamble and Unilever are the masters of striking the balance with their 'think global, act local' approach. They use a tried-and-tested method of identifying a unifying consumer benefit but with different executions around the world.
It's probably even more difficult to have one message for a mass consumer brand than for one like British Airways, which ran a successful global campaign called, appropriately, 'Global' in 1989. It was at least targeting an upscale audience with commonality.
Given how difficult it is to appeal to different audiences in the same way, it's very brave for Heineken to give it a go. Many have tried, and history has shown plenty who have failed - at a considerable cost. However, with a big, bold and popular idea, brands can engage audiences across multiple markets.