In light of the recent growth in globalization, perhaps it makes sense to research a while before launching that Ad campaign…
Cracking an international market is a goal of most growing corporations. It shouldn’t be that hard, yet even the big multi-nationals run into trouble because of language and cultural differences. For example…
The name Coca-Cola in China was first rendered as Ke-kou-ke-la. Unfortunately, the Coke company did not discover until after thousands of signs had been printed that the phrase means “bite the wax tadpole” or “female horse stuffed with wax” depending on the dialect. Coke then researched 40,000 Chinese characters and found a close phonetic equivalent, “ko-kou-ko-le,” which can be loosely translated as “happiness in the mouth.”
In Taiwan, the translation of the Pepsi slogan “Come alive with the Pepsi Generation” came out as “Pepsi will bring your ancestors back from the dead.”
Also in Chinese, the Kentucky Fried Chicken slogan “finger-lickin’ good” came out as “eat your fingers off.”
The American slogan for Salem cigarettes, “Salem – Feeling Free,” got translated in the Japanese market into “When smoking Salem, you feel so refreshed that your mind seems to be free and empty.”
When General Motors introduced the Chevy Nova in South America, it was apparently unaware that “no va” means “it won’t go.” After the company figured out why it wasn’t selling any cars, it renamed the car in its Spanish markets to the Caribe.
Ford had a similar problem in Brazil when the Pinto flopped. The company found out that Pinto was Brazilian slang for “tiny male genitals”. Ford pried all the nameplates off and substituted Corcel, which means horse.
When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to say “It won’t leak in your pocket and embarrass you.” However, the company mistakenly thought the spanish word “embarazar” meant embarrass. Instead the ads said that “It wont leak in your pocket and make you pregnant.”
An American t-shirt maker in Miami printed shirts for the spanish market which promoted the Pope’s visit. Instead of the desired “I Saw the Pope” in Spanish, the shirts proclaimed “I Saw the Potato.”
Chicken-man Frank Perdue’s slogan, “It takes a tough man to make a tender chicken,” got terribly mangled in another Spanish translation. A photo of Perdue with one of his birds appeared on billboards all over Mexico with a caption that explained “It takes a hard man to make a chicken aroused.” Elsewhere, the slogan was translated into, “It takes a virile man to make a chicken pregnant.”
Hunt-Wesson introduced its Big John products in French Canada as Gros Jos before finding out that the phrase, in slang, means “big breasts.” In this case, however, the name problem did not have a noticeable effect on sales.
Colgate introduced a toothpaste in France called Cue, the name of a notorious porno mag.
In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.
Japan’s second-largest tourist agency was mystified when it entered English-speaking markets and began receiving requests for unusual sex tours. Upon finding out why, the owners of Kinki Nippon Tourist Company changed its name.
In an effort to boost orange juice sales in predominantly continental breakfast eating England, a campaign was devised to extoll the drink’s eye-opening, pick-me-up qualities. Hence the slogan, “Orange juice. It gets your pecker up.”
Matsushita Electric is promoting a new Japanese PC targeted at the Internet. Panasonic has developed a complete Japanese Web browser, and to make the system “user-friendly”, licensed the cartoon character “Woody Woodpecker” as the “Internet guide.” Panasonic eventually planned on a world version of the product.
A huge marketing campaign was to have introduced the product in Japan last week. The day before the ads were to be released, Panasonic suddenly pulled back and delayed the product launch indefinately.
The reason: The ads featured the slogan “Touch Woody – The Internet Pecker.” An American staff member at the internal product launch explained to the stunned and embarrassed Japanese what “touch woody” and “pecker” meant in American slang.
The following correction was taken from The Daily Californian newspaper:
Retraction: The “Greek Special” is a huge 18 inch pizza and not a huge 18 inch penis, as described in an add. Blondie’s Pizza would like to apologize for any confusion Friday’s ad may have caused.