To begin with, manners and customs are fundamental elements of culture and have to be considered in global marketing campaigns. Understanding manners and customs is vital in establishing effective communication. For instance, use of right and left hand for meetings and greetings. In Indonesia, one should eat, offer a gift and shake hands with the right hand. Shaking with the left hand is not considered a proper etiquette. In Asia, it is best to present business cards or gifts or to pass dishes of food using the right hand or both.
Greeting arriving travellers by waving flags is a Danish tradition. Coca-Cola decided to apply this tradition to Denmark’s biggest airport. People could take flags from an outdoor ad of the classic logo of Coca-Cola and welcome their returning relatives and friends and offer them a warm welcome to the “happiest country in the world”.
Enjoy the commercial!
