FMCG · Brand · Global
A global category, a local voice.
The client is a category benchmark — built on decades of brand discipline. The work in the US market focused on multi-region campaign architecture and Hispanic-market calibration, inside the parent company's operating discipline. The lessons translated back to Indian D2C work years later.
Challenge
The starting point
US category buyers split into multiple distinct cultural cohorts. National campaigns underperformed in the Hispanic-American segment because the cultural register was off. The job was to keep the brand consistent globally while letting it sound local.
Approach
What I did
Multi-region architecture
Global brand strategy with regional execution layers — one identity, multiple voices.
Hispanic-market repositioning
Cultural research, language register calibration, category insight specific to the audience.
Integrated campaign delivery
TV + digital + retail + earned media, sequenced across the year.
Brand-discipline
Global FMCG operating model — brand book, claim-substantiation, content review.
Lessons
What this engagement taught
Global brand discipline and local voice are not opposites. The architecture either enables both or fails at both.
Cultural audit is expensive but irreplaceable. National-average campaigns under-perform in every cohort.
FMCG operating models bring a discipline that D2C startups under-invest in.
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