Amanda Knox and the challenge of global marketing
The retrial of Amanda Knox, the 26-year-old American exchange student charged with the 2007 murder of her British house mate, Meredith Kercher, began yesterday near the scene of the crime, in Italy.
The brands had been handled on a piecemeal basis for much of the preceding 60 years. M&Ms did not yet exist in Europe (remember Treets?); Twix in the UK and USA was named Raider in Continental Europe; Snickers in the USA was called Marathon in Europe. Recipes, packaging, weights and communication varied, often on a country-by-country basis.
But could it work? Well, let me employ a very eloquent German phrase in response: Jein! – a fulsome mixture of ja (yes) and nein (no).