When your text aims at building or maintaining a relationship or at eliciting an emotional response, it will require localization or a transcreation that is tailored to the culture of your audience.
A memo to the employees at the German site of a U.S. company will likely not help foster the relationship if it’s worded in the typical American casual or semi-casual tone. A reference to fairies on beauty product packaging for women may be perceived as whimsical and fun by an American target audience. German women, by contrast, would likely find this weird or even patronizing. Vice versa, a risqué play on words in a slogan may amuse a German audience but would upset American customers.