Ajax Shares the Finer Points of Marketing an American Spray Cleaner to European Consumers

Even a famous brand needs a few tweaks

It looks a lot like the U.S. version, but Ajax for the European market features a much sparer design. AJAX

Regional variations are nothing new in branding, especially when it comes to selling to overseas markets. Film fans may remember the famous scene in Pulp Fiction where Vincent (John Travolta) translates the name of an iconic fast food menu item for his fellow hitman, Jules (Samuel L. Jackson).

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.