Ubi-France has felt the victim of the sociolinguistic challenges within the German market. The multinational companies including Ubi-France have been accused of their involvement in such practices which generate “creativity-driven shock values, controversy and extreme individualism commonly accepted in the North American and Western European markets”. Ubi-France has experienced severe tribulations due to its “advertising language as culture-blind and bona fid”, and the German market created a great hurdle for the industry. It has been important for the company to implement congruence of the values, and avoid the existence of the cultural values in the organization in an implicit manner.