In 2018, Burger King entered Brazil with their “Super Seven Incher” ad.
The visuals and messaging?
Suggestive. Racy. Shock-based humor.
It worked in the U.S.
But in Brazil?
The campaign received backlash
Conservative families rejected it
Sales dropped during the rollout
Why?
Because BK ignored cultural codes —
the unique emotions, values, and social beliefs of a market.
A message that works beautifully in one country
can fail miserably in another.
Global branding demands cultural intelligence.
What Are Cultural Codes?
- Unspoken rules that define:
- Humor
- Pride
- Status
- Comfort
- Trust
- Purchasing behavior
Culture tells people what feels right.
The 4 Forces That Shape Culture
Belief Systems
What people value
Example: Japan → harmony & respect messaging
Social Norms
What’s acceptable to express
Example: UAE → modesty & family-first tones
Emotional Triggers
What sparks pride or fear
Example: India → community > individualism
Symbolism
Colors, gestures, icons that communicate
Example: White = purity in Western cultures
White = mourning in East Asia
How To Culturally Localize a Brand
- Adapt tone of voice
- Diversify imagery
- Listen to local communities
- Understand regional buying psychology
- Use cross-market semantic testing
- Partner with local creative talent
Global brand, local heart.
Culture Can Expand Brand Value
- Example results:
- Higher adoption
- Faster trust
- Resonance with real people
- Viral shareability
- Brand becomes part of the culture
Localization creates belonging.
Case Study
Global Alignment, Local Love
Client
-
GreenGrid Solar — Netherlands
(Consumer solar energy products)
Challenge
- Campaigns worked in Europe
- Failed in Asian markets due to cultural tone mismatch
ODW Cultural Intelligence Strategy
- Pride-based messaging in India (family future focus)
- Sustainability identity in Singapore (collective benefit)
- Visual symbolism tuned to local beliefs
- Local language idioms that feel authentic
12-Week Outcomes
| KPI | Result |
|---|---|
| Regional engagement | +48% |
| Retail leads | +36% |
| Brand favorability | +41% |
| Community referrals | Higher involvement |
They didn’t change their product.
They changed their perspective.
Final Thought
You can’t be a global brand
if you don’t speak the world’s emotional language.
- sales@odw.rocks
- +91 9312342222
