Back in early 2021, Unilever’s 108-year old mayonnaise brand Hellmann’s pitched a new product positioning during the Superbowl. The brand’s agency Wunderman Thompson explained the positioning in its website: “An iconic brand that has been sitting in the back of your fridge…

Recently, the Twitter handle of Android (the mobile operating system that belongs to Google) tweeted, “iMessage should not benefit from bullying”. Apple’s iMessage? Bullying? The tweet was a quote-tweet over Hiroshi Lockheimer’s (SVP at Google) tweet where he said, “Apple’s iMessage lock-in…

How would you react to a label on a bottle of beer that reads, ‘Consider consuming beverages without alcohol content’? Or, a mutual funds ad that adds the note, ‘To avoid market-related risks, consider investing in fixed deposits’? Sounds odd? That’s almost…

Considering I have been tracking brand communication with regard to the language (the use of Hindi as a pan-Indian medium of communication, in specific), I see another interesting, related trend: product design and product labeling regionalization. One of the best examples I…