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Top 10 Most Brilliant 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 U.S., 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."
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