On a global scale of production clear economic advantages exist. This last point takes us onto the main areas we need to appreciate when considering a global presence. A popular way of doing this is 'to get them young'. So, food and drink companies concentrate on attracting a young audience and getting them to consider their product as the only drink, chocolate bar or snack range that really satisfies their needs. Global advertising campaigns - these are often centred on major events, such as the Olympics or World Cup Finals.
Consumers are 'informed' as often as possible of the values possessed by the product.
An example of this that some of you might remember was Kellogg's previous campaign to its current healthy eating theme. It used a young man who appeared to have recently married. As he sat eating his Corn Flakes so all the little things his mother once did for him come floating back. His new and possibly inexperienced wife feels mildly threatened by her 'mans' ability to slip back into childhood. Female readers may recognise this characteristic and think it almost a permanent way of male behaviour.