Is Going Global a Marketing Requirement?

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Has going global as a brand become a marketing requirement?   I think it has provided you have the production capabilities to produce enough product to satisfy world demand and globally-savvy people on board to execute on your strategy. What you can't do is market globally and then not deliver on consumer's hunger (pardon the pun) for a product worldwide.

In the following article, Doritos, a Frito-Lay brand, opens up its consumer-generated Super Bowl ad contest to the world. Consumers will pick two winning spots — via online voting — from videos created from any of the 46 countries where Doritos are sold.

Doritos Going Global With Super Bowl Ad Promo

Even then, there will be some boundaries, since the Super Bowl game itself will be broadcast to some 1 billion viewers in 230 countries. That's 184 countries that don't qualify for contest entries. "Our hope is that consumers that might not be eligible this year could have a chance in the future," says Ram Krishnan, vice president of marketing at Frito-Lay, who notes the ad must be in English.

It's a good case study on what is involved in taking a product marketing message global in a big, expensive way.  It would be even more educational to find out why the message must be in English.