The Art of Global Brand Localization: Ain't No McJob*

🕔19/09/2015 14:40

The McDonalds McMór (mór means big or great in Gaeilge [Irish]) burger’s introduction in Ireland has fallen foul of the local Food Safety Authority. It just wasn’t artisan enough for us Irish.

It’s a good example of how global branding decisions need to “go local” but also include all of the stakeholders concerned. Notwithstanding, other elements of the introduction featured a local, eh, flavor.

I spotted some localized examples on ads for the local burger when out on a run in Dublin. Whether these “So Irish,…” tag lines do it for you or not is another question.

McDonalds McMór: So Irish, it claps when the plane lands

McDonalds McMór: So Irish, it's even got freckles

McDonalds McMór: So Irish, it’s even got freckles

McDonalds McMór: So Irish, it knows it's pronounced Siobhán and not Cyo-ban

McDonalds McMór: So Irish, it knows it’s pronounced Siobhán and not Cyo-ban

Siobhán explained.

Damned if you localize. Damned if you don’t. It ain’t easy.

* McJob. No offense intended.

The post The Art of Global Brand Localization: Ain't No McJob* appeared first on MultiLingual.

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