Marketing is becoming global

Originally uploaded by Gregory Barbier.

The new strategy of big companies such as McDonald's, Reebok or Coca Cola is to have the same slogan and commercials all over the world in order to get in touch with people whatever their religion or culture.

Numerous marketing experts think that with the globalisation products are adaptable in all countries, especially food and clothes. Teenagers of NYC, Paris, London or Tokyo wear the same clothes even they don't come from the same country. That is why companies choose to make famous stars appear in their commercials: the singers Justin Timberlake and Destiny's Child for McDonald's, Madonna and Sarah Jessica Parker for Gap or Allen Iverson, Jay-Z or Lucy Liu for Reebok. These people who are well known all over the world can collect numerous customers thanks to their image.

Concerning the slogan, everybody knows that "I'm lovin' it" is the one chosen by McDonald's. This is a way to strengthen the image of a global company. Nike had also given the same impression with the world famous "Just Do It" or even Coca Cola with "Enjoy It". It really unifies customers around the company. It is actually the best means to make people feel as being one target, that is to say there is no established difference between for instance poor and rich, black and white or Christian and Muslim.

This also a way to cut cost : the same commercial, even it has been translated in some languages, and the same packaging for all the countries the advertisement had been showed. It is real opportunity to save thanks to a world-wide advertising campaign.