Babbel is the leading language learning tool in Europe, but entering the U.S. market wasn’t easy. We helped translate (get it?) Babbel’s brand vision for a competitive and very nuanced U.S. market.
European language learners knew and trusted Babbel, but connecting with American consumers was challenging. As a newcomer to a mature U.S. language learning market, Babbel needed to find a way to connect with a fresh, ownable positioning.
Since language learners are passionate about culture, we layered cultural nuance onto consumer feedback to iteratively build a brand vision that combined the best of both. We armed Babbel with a complete guide to the brand, letting employees and agencies connect with a new nation of customers.
Take a look at some of the TV spots our work inspired, created by Wieden + Kennedy London.