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Mercedes-Benz USA


New Language

Challenge: For some time, the American branch of Mercedes-Benz had been hamstrung by German-based marketing copy. It was stuffy and obtuse—and only got worse when translated into English.


Solution: Bring a little American swagger to it, without sacrificing the brand's premium image in the process.


Result: An entire website dedicated to the American market, with language that didn't read like Klaus Meine telling you to turn up the volume.


© 2020 Phillip McCarthy