Word-of-Mouth Heading Overseas

Can word-of-mouth campaigns work in other tongues?

Firms that have tried the tack in the U.S. are now looking to move it to Europe, where it is little used, and many are using Canada as a testing ground.

“If it succeeds here, we will certainly consider rolling out a similar campaign internationally,” said Sarah Dundas, Unilever’s Canadian brand manager at Knorr. Unilever, which also is running a word-of-mouth campaign for Hellmann’s mayonnaise, is one of three multinationals that have recently started such efforts in Canada.