How 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

Business and Management.

Publication Details

RTE Brainstorm, Updated / Friday, 19 Mar 2021 13:50

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.

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