Rosetta Stone is a well known brand known for being both effective and expensive. The problem is, travelers (read: Americans) sometimes think they can go to a foreign country and 'wing it'. As many of us have learned, that's probably not the best way to go about a vacation. We made a campaign to tackle this issue head on so people would think first about the downsides of not knowing the language and keep Rosetta Stone top of mind when looking to be "a little less foreign". *Copywriter: James Fees
In-store would be at grocery stores, replacing one side of the sign with foreign words for the items in the aisle.
Wherever Rosetta Stone is sold (such as Barnes & Noble), the display would have 4 foreign tubes, one of which is toothpaste, and the other three which are something else. This would reinforce the idea that even simple things can be confused if you don't know the language.