10 greșeli de marketing
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
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