To what extent is it strategic to risk offending a large demographic in order to create a humorous campaign? The Snickers marketing team are undoubtedly considering this question right now. They recently released an ad in Australia in which construction workers follow maybe their most prominent stereotype, yelling at passing women. However, instead of cat calls and inappropriate remarks, they are shouting uplifting and female empowering comments. The commercial ends with the famous Snickers slogan “you’re not you when you’re hungry,” implying the only reason the workers yell positive comments is because they are not acting themselves.

View the ad here Australian Snickers Ad 

                To no surprise this ad campaign has had a negative backlash in the public as it effectively offends both female and male genders. While I found the ad to be wildly hilarious, I feel that it is more detrimental to the brand than it is beneficial. Yes the ad is funny. However, I don’t believe it strengthens the brand in any manner and it has undoubtedly upset many potential consumers.

What I offer is an alternative. Is there a way in which they could construct the ad to alleviate any offensive content and still keep all of the comedic elements? I believe the solution is clear. Here’s the scene: Construction workers are falling into usual negative stereotypes because guess what? They’re hungry! They consume the snickers bar and then cue the ironically hilarious remarks they make to passing females. Construction workers are respected by showing hunger is the cause for their sexist comments and the positive comments they make to women are merely the way it should be.

Image from the Snickers Ad Campaign

I don’t believe there to be any sexists on the Snickers marketing staff, maybe they were just in need of their own product because hey, “you’re not you when you’re hungry.”

Related Article: http://www.marketingmagazine.co.uk/article/1287698/viral-review-snickers-courts-controversy-non-sexist-builders-ad

Walmart has attempted international expansion numerous times in its lifespan. Some have been successful, others have failed but for every case the result has been dependent on their understanding of the local environment and preferences. Walmart has a very clear and differentiated market position; they sell product in large quantity for cheap prices. In the United States and Canada consumers are very receptive to this format as they appreciate the cheap prices and find the quality to, at least, rival that of most competitors. However, in other cultures the bulk products are sign of low freshness and the cheap prices give the consumers a perception of low quality.

Inside of a Walmart Super Centre

Walmart has made poor decisions in assuming the strategy they have employed in the United States would have the same effect in countries around the world. A product will not become successful if it is not greatly accepted by consumers upon its inception. If Walmart is not successful in realizing local trends and habits then their products will not even be considered as a possible alternative when the consumer undergoes the decision process. Sure, Walmart could attempt to entirely alter the culture of various nations in order to sprout belief that their product fills an overwhelming need. Would it not make more sense to alter their own market offering in order to coincide with the needs that are already there.

Big Baazar, a rival supermarket

Adapting to cultural differences may pose a threat to the company as a whole because as their company changes they lose brand identity. If each region of stores is tailored to local needs customers will become confused and could quite possibly change their perception of the company entirely. It is possible that the only option is to continue absorbing similar companies already located in the international regions in which they target. With as much uncertainty as there is in the global market place it will be very interesting to see what the next move of Walmart will be.

Related Article: http://www.forbes.com/sites/walterloeb/2014/03/26/walmarts-international-challenge-trying-to-understand-local-shoppers/