For multinational companies or brands running marketing campaigns across different markets, it’s crucial to get local norms and cultural nuances right. What resonates in one country can easily offend in another. Lenovo, Blinds To Go, and Gap all learned this the hard way in Canada, facing backlash after poorly timed Remembrance Day promotions.
In 2020, Lenovo’s Canadian-facing website ran a banner declaring, “Our biggest Remembrance Day sale ever is coming,” inviting customers to sign up for early access. The problem? Remembrance Day isn’t an occasion for deals or discounts—it’s a day for honouring those who served and sacrificed. The ad quickly drew criticism online for its insensitivity.
Part of the issue may have been corporate oversight. Lenovo’s head office is based in Beijing, with operational headquarters in North Carolina. From a global perspective, where Memorial Day sales are common and even expected in the U.S., the company may not have seen the need to distinguish between Canadian and American market strategies. Yet, in Canada, the tone was strikingly out of step with national sentiment.
Similarly, Blinds To Go promoted “Remembrance Day savings,” and Gap Canada pushed colourful sale graphics on November 11—both campaigns that drew swift public backlash. Canadians across social media reminded brands that the poppy is not a marketing prop and that silence at 11 a.m. means more than any percentage off.
Unlike Memorial Day in the United States, where retail events and commercial tie-ins are widely accepted, Remembrance Day in Canada is sacred—arguably the most solemn day on the national calendar. It’s a time for reflection, respect, and remembrance, not consumption.
The takeaway for brands is simple: local sensitivity is strategy. Successful international marketing isn’t about copying and pasting creative from one market to another—it’s about understanding what each audience holds dear. The smallest cultural misstep can overshadow an entire campaign. When in doubt, pause, listen, and consult local voices before launching. Cultural fluency isn’t just a courtesy—it’s good business.
“At Melange Marketing Communications, we help brands bridge those cultural gaps—ensuring your message resonates, not backfires. From localization and bilingual content to cross-border campaigns, our team helps global brands communicate with authenticity, empathy, and respect for every market they enter.”
