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International Marketing

Cracking an international market is a goal of most growing corporations. It shouldn't be that hard, yet even the big multinationals 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."

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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."

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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.

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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.

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When Parker Pen marketed a ball-point 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."

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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."

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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."

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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.

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

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In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.

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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.

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and finally... In an effort to boost orange juice sales in predominantly continental breakfast eating England, a campaign was devised to extol the drink's eye-opening, pick-me-up qualities. Hence, slogan, "Orange juice. It gets your pecker up."

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Advertising Bloopers

• The American Dairy Association was so successful with its "Got Milk?" campaign, that it was decided to extend the ads to Mexico. Unfortunately, the Spanish translation was "Are you lactating?"
• Electrolux, a Scandinavian vacuum manufacturer, used this ad in the U.S.: "Nothing sucks like an Electrolux."
• Colgate introduced a toothpaste called "Cue" in France, but it turned out to be the same name as a well-known porno magazine.
• Coors Beers put its slogan, "Turn it loose," into Spanish, where it was read as "Suffer from diarrhea."
• Chicken magnate Frank Perdue’s line, "It takes a tough man to make a tender chicken," sounds much more interesting in Spanish: "It takes a sexually stimulated man to make a chicken affectionate."
• A hair products company, 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.
• When Kentucky Fried Chicken entered the Chinese market, to their horror they discovered that their slogan "finger lickin’ good" came out as "eat your fingers off"
• Parker Pens translated the slogan for its ink, "Avoid Embarrassment - Use Quink" into Spanish as "Evite Embarazos - Use Quink"...which also means, "Avoid Pregnancy - Use Quink."
• When Pepsi started marketing its products in China a few years back, they translated their slogan, "Pepsi Brings You Back to Life" pretty literally. The slogan in Chinese really meant, "Pepsi Brings Your Ancestors Back from the Grave."
• In Italy, a campaign for "Schweppes Tonic Water" translated the name into the much less thirst quenching "Schweppes Toilet Water."
• Chinese translation proved difficult for Coke, which took two tries to get it right. They first tried Ke-kou-ke-la because when pronounced it sounded roughly like Coca-Cola. It wasn’t until after thousands of signs had been printed that they discovered that the phrase means "bite the wax tadpole" or "female horse stuffed with wax," depending on the dialect. Second time around things worked out much better. After researching 40,000 Chinese characters, Coke came up with "ko-kou-ko-le" which translates roughly to the much more appropriate "happiness in the mouth."
• Not to be outdone, Puffs tissues tried later to introduce its product, only to learn that "Puff" in German is a colloquial term for a whorehouse. The English weren’t too fond of the name either, as it’s a highly derogatory term for a non-heterosexual.
• The Chevy Nova never sold well in Spanish speaking countries. "No va" means "it doesn’t go" in Spanish.
• Ford introduced the Pinto in Brazil. After watching sales go nowhere, the company learned that "Pinto" is Brazilian slang for "tiny male genitals." Ford pried the nameplates off all of the cars and substituted them with "Corcel" which means horse.
• When Gerber first started selling baby food in Africa, they used the same packaging as here in the USA - with the cute baby on the label. Later they found out that in Africa companies routinely put pictures on the label of what’s inside since most people can’t read.

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