3. Rolls-Royce avoided using the
name “Silver Mist” in German
markets and instead called it
“Silver Shadow”
Sunbeam, however entered
the German market with its
Mist Stick hair-curling iron
(oops!)
What does “mist”
mean in German?
4. Trying to blend English with Maori, Coca-Cola wrote on New
Zealand vending machines: "Kia Ora, Mate!"
Translation: "Hello, death!"
"Kia ora" is commonly translated as "hello" in Maori, while
"mate" can be used as "buddy" in English. But in Maori, "mate"
is not the kind of buddy you want to have – it's a word that is
associated with "death.“
5. But what if the target market reads from left to right??
Imagine trying to sell Coca-Cola abroad but you don’t speak the
language so you use posters to convey its benefit…
Sound like a good idea?
6. A children’s workbench named “Fartfull”
The word means “Speedy” in Swedish and suggests mobility in
German
7. PARKER ad for pens in Mexico:
No goteará en tu bolsillo ni te
embarazara
(It won’t leak in your pocket and
embarrass you)
A disappointed salesmen of coca-cola returned from his assignment to Saudi arabia. A friend asked, “why weren’t you successful with the Saudis?” the salesman explained, when I got posted, I was very confident that I would make a good sales pitch. But I had a problem. I didn’t know how to speak Arabic. So I planned to convey the message through three posters.
First poster: a man lying in the hot desert sand totally exhausted and fainting.
Second poster: the man is drinking coca-cola
Third poster: our man is now totally refreshed.
“Teriffic! That should have worked!” said the friend.
“the hell it should have!” said the salesman.
“no one told me they read from right to left!”
A children’s workbench named “Fartfull”
the word means “Speedy” in Swedish and suggests mobility in German
When Parker Pen marketed a ballpoint 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 won’t leak in your pocket and make you pregnant."