Page 75 - 100 Great Marketing Ideas (100 Great Ideas)

his arms on a cue balanced across his shoulders—imitating the
pose of the statue.

Ultimately, Sagatiba seeks to tap into British perceptions of Brazil—
hence the use of Christ the Redeemer. The British advertising bears
no relationship to the way the product is marketed in Brazil (where
the slogan “O que e Sagatiba?” or “What is Sagatiba?” is used in
adverts showing jungle tribespeople worshiping the god Sagatiba, a
Japanese monster movie with Sagatiba as the name of the monster,
and even a naked man whose girlfriend says “Sagatiba” in a sultry
voice). Sagatiba has also tapped into other Brazilian icons, soccer
and samba drumming, but these have not played as well as the
Christ the Redeemer icon.

In practice

• Ensure that the perception you tap into is the one that the target

audience has of your country—this is likely to be different from
your own perception.

• Test the alternatives. There may be more than one icon that you

could use, but only one will be the most effective one.

• Never, ever, simply translate your existing advertising into

a foreign language. Cultural differences go well beyond
language.

• Always check with people who live in the country you are

targeting. They may sometimes be wrong, but as a foreigner you
will almost always be wrong if you try to guess how consumers
will react.

66 • 100 GREAT MARKETING IDEAS