Its all in the name and how you communicate. However, another element added when advertising and marketing abroad is culture. Meanings, emotions, approaches, and style all varies from country to country. Here are some marketing blunder stories of when this concept is not fully addressed when developing slogans for international exposures

Parker

When Parker Pen marketed a ball-point pen in Mexico, its ads were supposed to have read, “It won’t leak in your pocket and embarrass you.” The company thought that the word “embarazar” (to impregnate) meant to embarrass, so the ad read: “It won’t leak in your pocket and make you pregnant.”

Electrolux

Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing Sucks like an Electrolux.”

Clairol

Clairol introduced the “Mist Stick,” a curling iron, into Germany only to find out that “mist” is slang for manure. Not too many people had use for the “Manure Stick.”

Coors

Coors put its slogan, “Turn It Loose,” into Spanish, where it was read as “Suffer From Diarrhea.”

Pepsi

Pepsi’s “Come Alive With the Pepsi Generation” translated into “Pepsi Brings Your Ancestors Back From the Grave” in Chinese.

Gerber

When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels of what’s inside, since many people can’t read.

Colgate

Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine.

Perdue

Frank Perdue’s chicken slogan, “It takes a strong man to make a tender chicken,” was translated into Spanish as “it takes an aroused man to make a chicken affectionate.”

American Airlines

When American Airlines wanted to advertise its new leather first class seats in the Mexican market, it translated its “Fly In Leather” campaign literally, which meant “Fly Naked” (vuela en cuero) in Spanish.

T-shirt Mistake

An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope’s visit. Instead of “I saw the Pope” (el Papa), the shirts read “I Saw the Potato” (la papa).

Dairy Association

The Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read “Are You Lactating?”

GM

General Motors had a very famous fiasco in trying to market the Nova car in Central and South America. “No va” in Spanish means, “It Doesn’t Go”.

Coca-Cola

The Coca-Cola name in China was first read as “Kekoukela”, meaning “Bite the Wax Tadpole” or “Female Horse Stuffed with Wax”, depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent “kokoukole”, translating into “Happiness in the Mouth.”

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