Marketing is different in each country. There will be a ‘NIMA’ everywhere that promotes 4 P’s, 7 V’s, AIDA and SMART, but the details are still fill in by the market structure, the mia landscape, the legislation, the competitive position. But most important of all is the culture . What is the culture like in Belgium and what is the rainbow diversity in TV commercials there?
The same as I describe above applies – to an even greater extent – to Marketing the Rainbow. After The Oldest Rainbows , The Dutch Rainbows and The Chinese Rainbows now a look just across the border: The Belgian Rainbows.
The Dutch and Belgians seem to be very similar
after all, we were one country for a while. Well, until that 10-day campaign, which we lost miserably. And even though we largely share a language, the culture is still quite different. If only because Belgium still limps on three legs between Flanders, Wallonia and the Rest (think Brussels, or German-speaking Belgium, or the fact that sometimes only the king is seen as Belgian).
Where in the Netherlands diversity is almost woven into the national identity – although that may not seem to be the case politically lately, and acceptance among young phone number library people is decreasing – in our country sobriety and casualness prevail. That is somewhat different with the Belgians. Their culture is somewhat more Burgundian (I would say joie-de-vivre, laissez-faire, or bon-vivants, but I do not want to get involv in their language battle) and their clash between Dutch and French is also express in advertising. That is often in English.
Almost 25 years ago we saw the first TV commercial with a gay theme
In 2000, P&V Insurance made a short spot in which two men playfully – almost – share a toothbrush. “ We insure life as it is ” was the pay-off that show that this was A bheil barrachd trèanaidh aca cuideachd quite normal. This spot was in French. The campaign that this video is part of portray various real family situations, including a half-brother and half-sister (one white, one black) and a widow with a much younger boyfriend. Diversity everywhere.
Years later, the DIY brand Impermo also bw lists had a video with domestic scenes, “Happy with your choice every day”, in which a male couple and a female couple also participate, happy & gay .
