Famous Marketing Screw Ups

["Brian Thelin" <Bthelin@idahoaccess.com>]

Famous Marketing Screw Ups

1. Coors put its slogan, "Turn it loose," into Spanish where it was read
as "Suffer from diarrhea."

2. Scandinavian vacuum manufacturer Electrolux used the following in an
American campaign: Nothing sucks like an Electrolux.

3. Clairol introduced the "Mist Stick", a curling iron, into German only
to find out that "mist" is slang for manure. Not too many people had use
for the "manure stick."

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

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

6. 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).

7. Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi
brings your ancestors back from the grave", in Chinese.

8. 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."

9. The Coca-Cola name in China was first read as "Ke-kou-ke-la", 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 "ko-kou-ko-le", translating into "happiness in the mouth."

10. 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."
 Instead, 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."


Brian Thelin                      Bring IdahoAccess to you
Brian@Idahoaccess.com               IdahoAccess.com


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