Nestled in the heart of Treviso, La Gioiosa draws its name and spirit from the Valdobbiadene’s ancient title and motto: “The March of Treviso, the Joyful and Loving.” Born in the 1970s as a family-owned company, La Gioiosa crafts a diverse portfolio of Proseccos across multiple appellations, embracing cutting-edge, eco-friendly viticulture and fermentation techniques. However, its international growth stems from more than just fine bubbles.

Prosecco's bright acidity and fresh fruit flavours pair well with various Asian dishes, including spicy and fried foods, making it more suitable than traditional Champagne for the local palate. Moreover, by recognising the growing Chinese demand for rosé wines, La Gioiosa introduced its Prosecco DOC Rosé Brut into the market. This product quickly gained popularity in China, and La Gioiosa, which literally means “The Joyful”, decided to maintain its Italian name, capitalising on the Chinese appreciation for authentic Italian products.

In China, La Gioiosa employs a dynamic mix of taglines, ranging from the aspirational “The joyful choice from Italy” to the more poetic way to romanticise the feeling of celebration and relaxation, “Life’s light buzz, festival’s joy”. While in Europe, its slogans, such as “The Italy the whole world loves” or “Joy in every bubble,” spotlight Italian elegance, emotional and authentic taste.

Even the messaging tone and visuals shift. In China, the tone wants to emphasise Italian heritage, quality, and romanticism; therefore, messaging often highlights the brand's origin from Treviso and its traditional winemaking practices. Consequently, La Gioiosa packaging and labels feature the Italian language, and marketing materials often showcase the scenic vineyards of Treviso. On the other side, in Europe, ad campaigns often feature imagery of social gatherings and celebrations, reinforcing Prosecco's role in joyful occasions.

Lastly, the marketing channels couldn’t be more different: in China, La Gioiosa leverages Chinese digital platforms like Red, Tmall, and KOL partnerships, and it even teamed up with Dal Cuore Gelato to serve branded cones paired with complimentary prosecco mini bottles. Back in Europe, the focus is on retail collaborations, wine fairs and tasting events, all built around the authentic terroir and artisanal craftsmanship of the Prosecco.

What happens when a global powerhouse treats every market as if the same rulebook applies? In China, Uber entered in 2013 under the name “优步” (Yōubù), splashing its familiar slogans “riding in style” and “time savings” across ads that felt cold and corporate, never pausing to ask, “What do Chinese riders truly crave?”.

But this is not the only mistake Uber made. By launching first as a premium-only UberBlack service and only later introducing UberX, it cemented the idea that Uber wasn’t meant for everyday commuters. Worse still, Uber insisted on a standalone app instead of weaving itself into WeChat or Alipay, forcing users to jump platforms just to hail a ride.

Meanwhile, the homegrown rival Didi Dache anchored every campaign in local culture and emotion: from heart-warming Lunar New Year stories and family-centred narratives to a friendly, helpful tone that positioned the service as part of daily life. Didi even embedded ride-booking directly within WeChat, eliminating any friction.

In the end, Uber’s biggest misstep wasn’t a lack of technology or subsidies, it was a failure to listen, adapt, and speak the language of its audience.

• Visuals: Aligned with local aesthetics (colour, symbolism, role of family or status)
• Tone & language: Shifted from direct to subtle, or from formal to friendly, based on the audience
• Channels: Use of local social media, such as WeChat and Xiaohongshu in China
• Spokespersons: Use of local influencers, celebrities, or familiar archetypes