Not only has this led them to adopt a strategy of ‘reverse localization’ (‘adapting’ campaigns developed in Mexico and
South America for the US market), but it has enabled them to operate and advertise within (and across) a broader geolinguistic region comprised of Spanish-speaking consumers in North, Central, and South America. More recently, Colgate-Palmolive is attempting to draw from the same de facto ‘home market’ of Latin America to develop advertising strategies
with global appeal.