Ask yourself; does this jolly little fellow really encourage you to go and purchase some of the canned coffee drink he is promoting? Personally it makes me think that the drink has to contain drugs of some sort. There is something of Jack Black in the happy wee chap.Different economies tend to adopt different business plans and different means of marketing their wares. Although there are many highly sophisticated consumers in Mongolia (in some cases far more sophisticated than any in Europe) marketing to the masses in Mongolia remains fairly vanilla. Ulaanbaatar may have Louis Vuitton, Armani, Prada and Gucci but it also has some interesting offerings. Some of my favourite outdoor marketing initiatives include:
Magic Pens, Mamma Mia (Mongolian style) and Morning Glory; what more could any discerning consumer wish for?
It is not surprising that marketing is sometimes a little confused. Mongolia is a country undergoing huge economic and cultural change. Chinggis Khaan has re-emerged over the last decade as a ferocious symbol of national identity. Given his reputation using the Mongol leader for branding purposes gives off several important messages. Secondly Ulaanbaatar is a capital city that is finding its identity. Currently there is debate in different countries, maps and websites about how to correctly spell the city's name: Ulaanbaatar or Ulan Bator. I prefer Ulaanbaatar, it feels more Mongolian.
Mongolian of the day:- market :: zakh
