How does a brand create an identity that is internationally recognised, relevant and adaptable to different cultures? Dove's Hair Minimising Deodorant is an example of a deodorant product which has transcended cultural barriers although adapting it's communication strategy minimally to cater for different markets. The best way to understand the relationship between the profile of the audience and the positioning of the brand and it's product benefits is to compare and contrast. Below are two contrasting television advertisements for the Dove Hair Minimising Deodorant. Note that the same footage and visuals from the first video were used in several campaigns (Australia, UK, Portugal) with locally produced voiceovers over the existing scenes.
The anglosaxon markets need to feel more secure about their choice on a rational level. Therefore the key ingredient is highlighted as a selling point and the effectiveness of the product is presented in a less emotional and more functional manner. The key message is being "stubble free for longer". It is a benefit that is universal to all cultures and the adaptation of the voiceover simply serves to create more local familiarity with the person selling the concept.
In the comparison of these two adverisements we can see the clear differences between the prioritised values of customers in different markets. The Italian and Brazillian versions of the ad rely on testimonials and talk about family, friends, peer support and acceptance. The close-knit family environment and value of trust and reputation are a basis for these advertisements to feature women customers can identify with and relate to. They put their name on their testimonial and in an informal tone recommend the product as they would to their best friend. There is no emphasis of ingredients or scientific demonstrations, the advertisement relies on emotional appeals.
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