What happens when an American cartoon character becomes the face of a Japanese food brand or a solar battery becomes a global marketing story by powering an isolated house in Iceland? Both examples reveal an important lesson in global marketing. Connecting a product’s value to the people, cultures, and experiences make it meaningful.
Consider KEWPIE mayonnaise. Its cherub-like mascot was created by American illustrator Rose O’Neill in 1909, but the character became closely associated with Japanese food culture after the brand adopted it. Now, KEWPIE is bringing the mascot back to the United States through a seven-week tour featuring food trucks, free samples, collectible merchandise, and a chance to win a trip to Japan. Rather than simply advertising mayonnaise, KEWPIE is using cultural storytelling, food, and shared experiences to build relationships with American consumers. The strategy connects the brand’s Japanese identity with a surprising piece of American history.
Meanwhile, energy company EcoFlow is taking a different approach. By installing solar panels and a battery system in an isolated Icelandic hunting lodge, the company demonstrates its technology in an extraordinary setting. The installation transforms a technical product demonstration into a compelling story about renewable energy, innovation, and independence. What connects these campaigns? Both make a product’s benefits tangible through memorable experiences. Yet their strategies differ. KEWPIE emphasizes cultural symbolism, community, and food, while EcoFlow highlights technological capability and sustainability.
For global marketers, the challenge is balancing consistency with cultural relevance. A recognizable mascot, a shared concern about energy, or a familiar food experience can help a brand succeed globally, but meanings and motivations may vary across markets. Successful global marketing requires understanding those differences rather than assuming consumers everywhere want the same things. Importantly, global brands do not just export products. They create stories, symbols, and experiences that help consumers understand why those products matter.
Discussion Questions and Activities
- How does KEWPIE’s American-origin mascot strengthen its brand story in the United States? Would the same story be equally effective in Japan or another market? Why?
- Why might a cherub-like mascot, Japanese mayonnaise, or a shared food experience mean different things to consumers in different countries? Referencing Geert Hofstede’s 6 Dimensions model of national culture, explore cultural differences using The Culture Factor’s country comparison tool.
- What consumer needs do KEWPIE and EcoFlow address beyond their products’ basic functional benefits? Consider emotional benefits, identity, convenience, and lifestyle.
- Which elements of KEWPIE’s campaign should remain consistent across countries, and which should be adapted to local markets? Explain your reasoning.
- Global Brand Makeover. In small groups, assign each group a country and ask them to adapt KEWPIE’s promotional campaign for that market. Students should develop a cultural symbol or creative concept, a promotional event, and a social media idea. Each team will deliver a short pitch explaining what they would keep consistent globally and what they would adapt locally.
- Design a Global Launch. Student teams select a product, such as a portable power station, reusable water bottle, or food brand. They choose two countries and develop a basic global marketing strategy for each. Then, teams identify the target market, positioning, promotional message, and one cultural consideration. Teams can submit a one-page plan or present their ideas to the class.
- Global Marketing Research. Each student will research one brand that markets products in at least two countries. Using official brand websites and credible outside sources, they compare packaging, advertising, pricing, product features, or promotional messages. Students can provide a brief comparison identifying three similarities, three differences, and one recommendation for improving the brand’s global marketing strategy.
Sources: Nudd, Tim, and Doerrer, Brandon (14 Oct 2026). EcoFlow brings solar power to the world’s loneliest house, Ad Age; Nudd, Tim and Doerrer, Brandon (14 Oct 2026) Kewpie brings its famous mascot home to America in new tour, Ad Age; KEWPIE Americas. (14 Oct 2026), More than mayo: KEWPIE hits the road to celebrate its century-old icon’s return to America [Press release], PR Newswire.
