When Global Brands Try To Woo Local Markets

Document Type

Other

Rights

Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Disciplines

5.2 ECONOMICS AND BUSINESS

Publication Details

Updated / Friday, 17 Apr 2020 13:12

Abstract

In mid-2019 a seemingly innocuous advertisement appeared on Dublin's Loopline Bridge. Advertising Tesco’s online shopping service it cheekily read "Home d’livery, both sides of d’Liffey." However, in replacing a famous and longstanding advertisement, Bulmers’ award winning "North Cider or South Cider?", the change was not universally welcomed.

DOI

https://doi.org/10.21427/yvrd-s947

Link to Full Text


Share

COinS