Can Quebec’s cola wars offer a lesson for health care providers aspiring to connect with local audiences? Here’s an intriguing example of how speaking the right language — both culturally and orally — can reap huge results.
The case study is from the Canadian province of Quebec, where Pepsi sales had traditionally lagged way behind Coke. Quebec, of course, is an outlier in Canada, with its roots in French language and traditions. But instead of using ads tailored to local sensibilities, Pepsi had simply repurposed its other Canada advertising by dubbing the message into French.
Then it fired its interpreters and took on a new approach — building ads in French from the ground up with strong connections to Quebec cultural tropes. The result: Pepsi surged past Coke in sales.