Humor in Global Brand Marketing
Salutations Brand Explorers! 🌍🌎🌏
Humor is a universal language, but it's not always easy to translate. When using humor in global marketing campaigns, it's important to understand the different cultural perspectives on humor.
Why is humor important in global marketing?
Humor can be a powerful tool for connecting with consumers in new markets. It can help to break down cultural barriers and make brands more relatable. Humor can also help to create positive brand associations and make brands more memorable.
Challenges of using humor in global marketing:
One of the biggest challenges of using humor in global marketing is that different cultures have different senses of humor. What's funny in one culture may not be funny in another. It's also important to avoid using humor that is offensive or that makes light of serious topics.
In this article:
We'll explore the different perspectives on humor in Brazil, Japan, and the United Kingdom. I will also provide tangible examples and data points, as well as insights and recommendations for your brand to use humor effectively in global marketing campaigns.
Brazil
Brazilians love to laugh, and they appreciate brands that can make them smile.
When using humor in marketing campaigns in Brazil, it's important to be creative and authentic.
Brazilians are also more likely to appreciate humor that is self-deprecating or that celebrates their culture.
Data Points
According to a study by the Brazilian advertising agency FCB,
83% of Brazilians say that they are more likely to remember and pay attention to advertising that is humorous.
72% of Brazilians say that they are more likely to share humorous advertising with their friends and family.
Example - Old Spice
Old Spice is a deodorant brand that is known for its humorous advertising campaigns. Old Spice has also been successful in using humor in its global marketing campaigns.
In 2011, Old Spice launched a campaign in Brazil called "The Smell of a Man." The campaign featured a video in which a man in a towel speaks Portuguese and gives Brazilian women advice on how to make their men smell better.
The campaign was a huge success in Brazil, and it helped to make Old Spice one of the most popular deodorant brands in the country.
Example - Brahma
In 2019, the Brazilian beer brand Brahma launched a campaign called "The Biggest Fan."
The campaign featured a series of videos in which people from all walks of life share their love for Brahma beer in humorous and creative ways.
The campaign was a huge success, and it helped to make Brahma one of the most popular beer brands in Brazil.
Japan
Japanese consumers have a more reserved sense of humor, and they may not appreciate jokes that are too crude or offensive.
When using humor in marketing campaigns in Japan, it's important to be respectful of Japanese culture and to avoid using humor that could be considered offensive.
It's also important to use humor that is subtle and understated.
Data Points
According to a study by the Japanese advertising agency Dentsu,
63% of Japanese consumers say that they appreciate humor in advertising
However, 42% of Japanese consumers say that they find most advertising humor to be too crude or offensive.
Example - UCC Ueshima Coffee
In 2018, the Japanese coffee chain UCC Ueshima Coffee launched a campaign called "UCC's Black Coffee Stories."
The campaign featured a series of short films that tell the stories of ordinary people in Japan who enjoy UCC's black coffee. The films are humorous, but they are also heartwarming and inspiring.
The campaign was a huge success, and it helped to increase sales of UCC's black coffee.
United Kingdom
British consumers tend to prefer a more subtle and understated sense of humor.
When using humor in marketing campaigns in the UK, it's important to avoid using humor that is too loud or over-the-top.
It's also important to avoid using humor that is too crude or offensive.
Data Points
According to a study by the British advertising agency BBDO,
68% of British consumers say that they appreciate humor in advertising.
However, 39% of British consumers say that they find most advertising humor to be too over-the-top or offensive.
Example - Skittles
Skittles is a candy brand that is known for its colorful and playful advertising. Skittles has also been successful in using humor in its global marketing campaigns.
In 2015, Skittles launched a campaign in the UK called "Rainbow Raiders." The campaign featured a series of videos in which Skittles employees raid people's homes and replace their belongings with Skittles.
The campaign was a huge success in the UK, and it helped to make Skittles one of the most popular candy brands in the country.
Example - Direct Line
In 2017, the British insurance company Direct Line launched a campaign called "We're on it."
The campaign featured a series of short films in which a group of hapless employees tried to help customers with their insurance claims. The films are humorous, but they are also informative and engaging.
The campaign was a huge success, and it helped to increase brand awareness for Direct Line.
Tactical Strategies for Using Humor in Global Marketing Campaigns
As a general guideline, focus on being creative and authentic, and avoid using humor that is offensive or that makes light of serious topics.
Do your research.
Before you use humor in a global marketing campaign, it's important to do your research and understand the different senses of humor in the markets you're targeting. What's funny in one culture may not be funny in another.
Be respectful.
It's important to be respectful of all cultures when using humor in marketing campaigns. Avoid using humor that could be considered offensive to any group of people.
Be authentic.
Brands should be authentic when using humor in marketing campaigns. Consumers can spot a fake from a mile away, so it's important to be true to your brand's values and mission.
Be subtle.
It's often best to use a more subtle and understated sense of humor in global marketing campaigns. This is especially true in cultures where humor is more reserved.
Test your campaigns. Before you launch a global marketing campaign, it's important to test your campaigns in the markets you're targeting.
This will help you to ensure that your humor is well-received and that it doesn't offend anyone.
The Bottom Line?
Humor can be a powerful tool for connecting with consumers in new markets, but it's important to use it carefully.
By understanding the different perspectives on humor in different cultures, your brand can develop marketing campaigns that are more likely to be successful.
How are you successfully using humor to drive engagement in new markets?
#GlobalizationThroughLocalization #InternationalExpansion #GlobalHumor
