Nescafé is a European brand coffee that has gained its market share worldwide over the years. They have made many commercials all over the world in order to sell their products. In many of their commercials, we notice that they value the cultural differences. But I am interested in looking at two commercials in particular; one that is made in Malaysia and another one in Canada. Both commercial cater to customers in the two different countries The Malaysian version focuses on emotional appeal to make it attractive to the customers. They emphasize in the perfect family setting and the perfect mother daughter relationship thus family values plays an important role in this commercial. Whereas the Canadian version portrays a young adult who lives by himself, thus it highlights the independent life of this adult rather than the family aspect of it. They are trying to target young people by showing the reality of a typical grown-up house and they also are making it more appealing to them as that they can easily relate to it. So knowing the values and the beliefs of the country helps the advertisers to market it better. Also, by using all these tactics, the company was able to advertise their product in different country just by altering the targeted group of customers and reaching out to them by identifying their specific values. This relates to the idea of country culture we studied in class, the company was able to identify the subtle aspect of culture which is most of the time the trickiest. By coming up with different commercials in Malaysia and North America, they were able to target customers across countries.
