Attention overseas product suppliers: why learning to “Speak American” is CRITICAL to your U.S. marketing launch

When launching a Consumer Packaged Goods (CPG) product in the United States, businesses often face the temptation to repurpose commercials and advertisements originally created for other markets. However, this approach can be a critical misstep. Tailoring advertisements specifically for the American consumer is essential to ensure successful engagement and conversion. Understanding the importance of localizing content to meet the U.S. market's unique tastes, values, and preferences can make all the difference in a produproduct'sch success.

In this post, we'llwe'llore the reasons why creating commercials tailored to the American consumer is so important when launching a CPG product in the U.S. versus relying on pre-existing advertisements made for other countries.

1. Cultural Differences Shape Consumer Behavior

Each market has its cultural nuances that directly influence consumer behavior. What works in one country may not necessarily resonate in the U.S., which is a melting pot of different cultures, lifestyles, and values. Unique cultural factors, including a strong sense of individualism, a preference for convenience, and a growing desire for sustainability and transparency in products shape the American consumer.

For example, an advertisement that works well in Europe may emphasize environmental factors, sustainability, or communal values. However, in the U.S., ads often need to emphasize personal benefits, convenience, and the tangible results a product will bring to an individual. Repurposing a European commercial that highlights group-based values or environmental concerns might not strike the same chord with American consumers, potentially resulting in a disconnect between the product and its intended audience.

2. Language and Linguistic Nuances

The English language is spoken in the U.S. and many other countries, but regional dialects, slang, and phrases can vary widely. American English has its own set of idioms, colloquialisms, and references that may not be familiar or relevant to audiences abroad. What might seem like a catchy slogan in one country could be confusing, awkward, or even offensive in another.

For instance, British English uses terms like "biscuit" for” cookies or "crisps" for” chips, which can cause confusion in the U.S. Similarly, American humor, references, and pop culture icons are often used in advertising to create relatable, engaging content. A commercial designed for another market may fail to resonate with American consumers because it lacks the local context or humor that speaks to their everyday lives.

As co-host of the Road2Retail podcast, Bruce Montgomery quips, “Bringing your brand to a foreign market calls for a rethink of your communication materials. You are no longer speaking to consumers in your home market- you are trying to educate and motivate American consumers to consider and buy your brand. ‘Google translate’ will not cut it!”

3. Understanding Consumer Preferences

Consumer preferences in the U.S. often differ significantly from those in other countries, especially regarding CPG products. American consumers tend to favor convenience and practicality, with a preference for products that simplify their busy lives. For example, food products in the U.S. may be marketed with an emphasis on speed, ease of use, or portability, while in other countries, the focus might be on artisanal quality or traditional preparation methods.

The U.S. market is also highly brand-conscious, with consumers frequently seeking products that align with their personal identity or lifestyle. An ad that doesn't fit these preferences will likely fail to establish a connection with the target audience. A commercial designed for the U.S. market should highlight a product's specific benefits and features that appeal directly to American tastes, whether that’s time-saving qualities or a sense of social status.

4. Regulatory and Legal Considerations

The advertising landscape in the U.S. is shaped by a unique set of regulations that may differ from those in other countries. For example, the U.S. Federal Trade Commission (FTC) enforces strict advertising guidelines, especially regarding claims related to health, safety, and product performance. These rules may differ significantly from the advertising regulations in markets such as Europe or Asia.

Repurposing international ads without understanding U.S. laws can result in legal risks or compliance issues. For instance, an ad that claims a product provides certain health benefits might not be permitted in the U.S. without substantiation. Working with legal experts is important to ensure that all messaging aligns with U.S. standards and regulations.

5. The Competitive U.S. Market

The U.S. is a highly competitive market, particularly in the CPG space. American consumers are inundated with countless ads every day, and they are often skeptical of traditional advertising. To stand out, it’s important to create a commercial that feels fresh, relevant, and compelling. Repurposing international ads might make a product feel disconnected or out of touch with U.S. consumers’ expectations.

A U.S.-specific ad campaign can help to differentiate a brand by positioning it as both relevant and innovative in the eyes of American consumers. This could involve incorporating American pop culture, sports figures, or social movements to forge a deeper connection with the audience.

6. Brand Identity and Localization

Lastly, creating a commercial specifically for the U.S. market is an opportunity to establish a unique brand identity. Localization is more than just translating a message—it's tailoring the brand's imagery and values to align with local tastes and preferences. A successful localized ad campaign helps a brand feel “at home " in the U.S., making it easier for consumers to trust and embrace the product.

Localized advertising fosters a sense of familiarity and relevance, which is crucial for building long-term brand loyalty in a new market.

Conclusion

Launching a CPG product in the U.S. requires a deep understanding of local consumer behavior, preferences, and market dynamics. While repurposing international advertisements may seem like a cost-effective option, it fails to address the American market's specific cultural, linguistic, and regulatory needs. By creating commercials tailored to the U.S. consumer, brands can establish a stronger connection with their audience, improve their chances of success, and ultimately drive sales. Understanding and respecting the unique characteristics of American consumers is key to achieving a successful product launch in the U.S.

Are you ready to expand your marketing efforts into the US? Let’s Talk.