The document provides a research report for Tim Hortons regarding considerations for launching an international marketing campaign. It identifies linguistic, cultural, and legal barriers that commonly cause international advertising to fail if not properly researched. Examples are given of companies that mistranslated words, failed to account for local slang or religious norms, or did not adjust their marketing to cultural values in other countries. The report recommends conducting thorough research on the target language and culture to develop campaigns that will resonate with international audiences.

1. 1
900 McGill Rd,
Kamloops, BC V2C 0C8
April 7, 2016
Ms. Andrea Hughes
Director, Brand Marketing
Tim Hortons Canada
874 Sinclair Rd
Oakville, ON L6K 2Y1
Dear Ms. Hughes:
Please find attached a research report regarding important considerations when launching a new
international marketing campaign. The report was compiled in order to provide Tim Hortons
Canada with a stronger understanding of the potential pitfalls of standardization in international
advertising.
As you read the report please take note of the variety of linguistic, legal, and cultural factors that
work to determine the success of an international marketing campaign. The report identifies
several organizations that failed to sufficiently research these factors and effectively adjust their
strategies accordingly. The examples provided should serve to demonstrate how easily
advertising in a foreign market can go astray and the recommendations located at the end of the
report will help your organization to successfully enter foreign markets.
We look forward to meeting with you to further discuss our findings and address any further
questions pertinent to your own marketing objectives.
Sincerely,
Nicolaus Waddell, Mark Williams, and Natassja Barry

2. Avoiding Common Mistakes in International Advertising
Prepared for:
Andrea Hughes
Director, Brand Marketing
Tim Hortons Canada.
Prepared by:
Nicolaus Waddell
Mark Williams
Natassja Barry
April 7, 2016

3. Executive Summary
Situation
This report was created to provide clear guidelines that will allow Tim Hortons Canada to
successfully expand its marketing internationally. The report explains the importance of
conducting in-depth research and opening communication channels with the new target market
when advertising abroad.
Methods
Research was conducted through use of secondary sources found online through the TRU library,
Google Scholar, and online marketing blogs and journals. Sources were used to provide details on
multiple case studies as well as to gain a strong understanding of the common errors in
international advertising and compile effective recommendations.
Findings
We found that standardized international marketing campaigns frequently fail due to lack of
adequate research and understanding of the target language and culture. In other words, these
advertisements often flop due to a deficient understanding of the audience and a failure to translate
the purpose to fit the target culture. The repercussions of mistakes in international marketing
campaigns include the potentially significant expense of having to start all over with a new
campaign, the damage a brand may face due to the any offensive or negative message
communicated, and the loss of many disgruntled consumers. In order to conduct a successful
marketing campaign, a firm must be able to reach their target market by breaking through three
barriers:
 Linguistic barriers
 Cultural barrier
 Legal barriers
i

4. Table of Contents
Executive Summary.................................................................................................................i
Table of Contents ...................................................................................................................ii
Introduction ........................................................................................................................... 1
Findings ................................................................................................................................. 1
Linguistic Barriers ................................................................................................................. 1
Mistranslation........................................................................................................... 2
Misuse....................................................................................................................... 3
Non-translation......................................................................................................... 3
Solutions ................................................................................................................... 4
Cultural Barriers .................................................................................................................... 5
Local Slang............................................................................................................... 5
Religion..................................................................................................................... 5
Cultural Values......................................................................................................... 7
Solutions ................................................................................................................... 7
Legal Barriers ........................................................................................................................ 8
Advertising Standards .............................................................................................. 8
Government Standards............................................................................................. 9
Solutions ................................................................................................................. 10
Conclusion........................................................................................................................... 10
Recommendations .......................................................................................................... 11
References ........................................................................................................................... 12
List of Figures
1 Native Languages Spoken Around the World .................................................................. 2
2 New Coca Cola Chinese Brand Name............................................................................... 4
3 Major Religious Populations Worldwide .......................................................................... 6
4 Gerber Baby Food Labels.................................................................................................. 8
5 Diet Coke and Coke Light................................................................................................. 9
ii

5. 1
Introduction
The purpose of the following report is to highlight the potential problems Tim Hortons Canada
may face as it continues to expand its locations and marketing internationally, and to explain why
standardized international advertisements may not only fail to meet the marketing goals, but may
even create a negative public perception towards the product and brand. The findings portion of
the report is broken into three major sections:
 Linguistic Barriers
 Cultural Barriers
 Legal Barriers
Each section identifies the specific types of mistakes that commonly arise and provides examples
of companies that have fallen prey to those mistakes, losing time and money as well as damaging
their reputations. The report concludes by recommending steps Tim Hortons should take to help
ensure the success of your own international advertising campaigns.
Findings
Following is a compilation of the results of our research, explaining the common reasons why
brands’ international marketing efforts fail and depicting solutions to the different issues that arise.
Our findings provides an outline for how an organization expanding into new markets can prevent
making the same mistakes.
Linguistic Barriers
A simple Google search can bring up a seemingly endless collection of international marketing
campaigns that failed due to simple translation errors. In a world where products and brands are
becoming more and more globalized, these search results are not all that surprising. Yet, many
organizations who choose to expand their marketing efforts internationally do not focus their
money, time, and efforts on the textual elements of their campaigns. Veronica Smith and Christine
Klein-Braley attempt to explain the phenomenon in their article, “Advertising—A Five Stage
Strategy to Translation,” claiming “the relatively minor role that text plays within the context of
the whole marketing communication process is probably the reason why the major handbooks of
advertising devote very little attention to the matter of language” (Smith and Klein-Braley, p. 174).
The authors go on to explain how a translation oversight, which may appear small at the time, can
both lead to costly failed advertising campaigns and damage to a brand’s reputation.

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Today marketers are having to contend with the over 7000 living languages worldwide (see figure
1), so it is important to be aware of what can go wrong. Errors in translation can be broadly
categorised into three main groupings: mistranslation, misuse, and non-translation. Despite the
frequency of translation errors in advertising, mistakes that are purely based in language (rather
than in culture or politics, as will be discussed later in the report) are generally the easiest to avoid.
Mistranslation
In this report, mistranslation signifies the improper conversion of a word from one language into
another. It is such a simple mistake that it is difficult to believe marketers actually make it,
especially those preparing international advertisements for established, multi-billion dollar
organizations. Yet mistranslation in advertising occurs all the time.
Case Study
In his article, “Cultural Blunders: Brands Gone Wrong,” Mike Fromowitz outlines one famous
case of mistranslation in international advertising involving an American company: Parker Pen.
Today, the company markets worldwide, but when Parker Pen first began expanding into the
Figure 1. Native Languages Spoken Around the World. Study from The World’s Languages in 7 Maps and
Charts, Washington Post by from R. Noack, and L. Gamio, 2015.
Native Languages Spoken Around the World

7. 3
Mexican market, its advertising efforts were not so successful. One campaign promoting Parker
Pen’s anti-leak ballpoints was intended to say: “It won’t leak in your pocket and embarrass you”
but Parker Pen mistranslated the word “embarrass” into the Spanish “embarazar” which actually
refers to pregnancy. The advertisement thus read, “It won’t leak in your pocket and impregnate
you,” a message that confused many consumers, and obviously did not lead to many sales
(Fromowitz, 2013).
Misuse
Misuse occurs when a word is translated correctly, but utilised incorrectly in the new language. It
is a far easier mistake to make than mistranslation, as a more thorough understanding of a foreign
language is required to understand how specific words do and do not function in sentences
composed in said language. Still, a translator or even an employee who is from the target locale
could quickly locate these errors in a company’s advertisements.
Case Study
Michael White provides a humorous example of misuse in his book, A Short Course in
International Marketing Blunders: Mistakes Made by Companies that Should Have Known Better.
The author describes how, intending to advertise “completion equipment,” Otis Engineering
Company accidently displayed a sign in Moscow that told viewers about “equipment for orgasms,”
the common use of the word “completion” having a vastly different insinuations in different
cultures (White, 2002, p. 33).
Non-translation
As common as the above translation errors, refusing to translate can cause just as much damage as
translating incorrectly. Non-translation occurs most often with established product or brand names
which organizations, understandably, do not want to change. Unfortunately, a name that holds a
certain sound or connotation in one language, can have an entirely different meaning in another,
or be entirely meaningless. Two separate case studies will be used to illustrate the different ways
in which this type of translation error can occur.
Case Studies
Clairol’s Mist Stick, a type of curling iron, has become a bit of an anecdotal joke in the
international advertising conversation. Both Fromowitz and White use the Mist Stick exemplify
the error of non-translation. When Clairol began selling its Mist Stick in Germany, it retained the
product name, which may have been fine if the word “mist” held the same meaning in German as
it does in English. In fact, the advertisements would have done better had the word “mist” meant
nothing at all to German consumers. Unfortunately for Clairol, “mist” in German means “manure,”

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and consumers were not rushing out in droves to buy the “manure stick” for all their haircare needs
(Fromowitz, 2013 and White, 2002, p. 33).
Coca-Cola made a similarly infamous error when adjusting its brand name to be legible to
consumers in Taiwan. While Coca-Cola did attempt to translate the spelling of its brand name into
Chinese characters, they based the foreign spelling on phonetics only and ignored the potential
meaning of those sounds that are nonsensical in English. White describes how Coca-Cola spent
millions of advertising dollars to market “Ke-Kou-Ko-Le” around China before the company
realized that the characters actually read: “Bite the Wax Tadpole.” The company was forced to
spend more money remarketing the brand, but was at least able to learn from the mistake. The new
translation, pronounced “Ko-Kou-Ko-Le,” (see figure 2) roughly means “Happiness in Your
Mouth,” (White, 2002, p. 37).
Solutions
The above examples illustrated how ignoring the dangers of mistranslation, misuse, and non-
translation can both cost an organization money and damage a brand or company reputation. There
are many ways to avoid these types of errors, most of which involve conducting proper research
before publishing advertisements in a foreign language. That said, perhaps the best solution to
language barriers is raised by Alina Cincan in “Challenges in Translating for the Advertising
Industry.” Cincan argues that when translating advertisements, marketers must be willing to
“sacrifice ‘literality’ to achieve accuracy,” (Cincan, 2014) and refers to this process as
“transcreation.” The focus, Cincan says, should not be on converting the words of a text, but on
translating the “emotions and depth of impact,” (Cincan, 2014). Properly translating
advertisements thus requires a thorough understanding of the intended audience as well as the
various cultural nuances inherent in the target language.
Figure 2. New Coca Cola Chinese Brand Name. From “Bite the Wax
Tadpole,” by N. Allman, 2011.

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Cultural Barriers
Although culture has many definitions, it can be simply defined as the learned distinctive way of
life in a society (Kolter, 2005). There are several dimensions of culture, including the social
organization of society, religion, customs and rituals, values and attitudes toward domestic and
international life. Culture also surrounds education and literacy levels, the political structure, as
well as systems of aesthetics and language (Kolter, 2005). This report examines three specific
aspects of culture that can harm an international marketing campaign: local slang, religion, and
cultural values.
Local Slang
Standardization of any type, even with brand names, can be dangerous when entering an
international market, often due to the local slang of the target area. Slang can cause more trouble
than regular translation because it varies within the same language and cannot always be checked
with a dictionary. Local slang can change rapidly and avoiding accidentally using inappropriate
slang in your advertisements requires a thorough understanding of the local culture.
Case Study
Dalgic and Heijblom demonstrate an example of a marketing mistake related to slang in the article
“Educator Insights: International Marketing Blunders Revisited.” Following the fundamentalist
revolution in Iran, an Iranian razor company named Tiz Razors wanted to expand their business
outside of Iran due to the nationalization of all major companies in the country. The company used
the name Tiz because it meant sharp in the local language. While operating within Iran, the
company had enjoyed a strong brand image and was well received by consumers in the local
region. When considering which country to begin expansion to, the Qatari market was the nearest,
richest, and most obvious target. Soon after the product was launched, the Qatari distributor
realized that the Persian brand name was creating some serious problems with customers. It was
discovered that the brand name Tiz is slang in Arabic for “buttocks.” Following several frantic
phone calls between the manufacturer and distributor, all razors were shipped back to Iran. Once
Tiz changed their name to Muqdam Razors, meaning “hero” in Arabic, the company received
much more favourable reception in Qatar. If simple research were conducted to analyze how the
brand name would be received in an Arabic market, this situation would have been avoided.
Unfortunately, this blunder ended up costing the company a large sum of money. The
repercussions could have been a lot worse. The large Qatari market might have been un-enterable
if the brand image were damaged enough (Dalgic and Heijblom, 1996).
Religion
The particular religion present in a target market should be taken into consideration when entering
that market. An important aspect of all culture, religion is defined by the New Oxford American
Dictionary as “the belief in and worship of a superhuman controlling power, especially a God or

10. 6
gods” (New Oxford American, 2014). It is a particular system of faith and worship and a pursuit
or interest to which someone ascribes supreme importance. Billions of people identify with a
particular religion (see figure 3). Therefore it is important to beware of the different religions
followed in a particular target market and to respect the traditions, values, and customs of those
religions.
Case Studies
Dalgic and Heijblom discuss a mistake made by Heineken regarding the values of a particular
religion. During the 1994 world cup soccer tournament, Heineken created a special promotional
campaign where all the flags of the competing countries were printed under the bottle cap of their
leading brand of beer. Among numerous flags that were displayed under the cap was the Saudi
Arabian flag which has a holy verse depicted on it. Muslims all over the world reacted negatively
to the fact the holy verse was being associated with an alcoholic beverage. The brewer then had to
recall all bottles and discontinue the promotional campaign. This cultural oversight led to
considerable embarrassment and offended consumers. By doing background research on the Saudi
flag, this marketing blunder could have been prevented. There are several religions around the
world (see figure 3) that must be considered at all times when marketing internationally. It is often
unforgivable when religions have been offended in some way and Heineken is lucky that they did
not completely lose their Muslim consumer base, which consists of 1.6 billion people worldwide
(Dalgic and Heijblom, 1996).
Figure 3. Major Religious Populations Worldwide. Study from The Global Religious Landscape, The
Pew Forum on Religion & Public Life by Pew Research Centre, 2012, and Religions & Christianity in
Today’s China, The People’s Republic of China: Religions and Churches Overview by K. Wenzel-
Teuber, 2012.
Major Religious Populations Worldwide

11. 7
Cultural values
What a particular culture appreciates about a product in one locale may be entirely different in
another. Cultural values need to be considered when entering a new market because it may require
a change in a products unique value proposition.
Case Study
Cultural values are often tied to economic conditions, as is seen in another example provided by
Dalgic and Heijblom in which a Dutch organization called Neerlandia misunderstood what
consumers in Africa valued in their product. Neerlandia had been exporting milk powder to several
African countries in tin boxes when they decided to switch the packaging to a cheaper alternative.
The company changed the packaging from the tin boxes to “alu-packs” made from aluminum foil.
Importers in the African regions where Neerlandia milk powder was being sold responded
unfavourably. Local customs officials initially became suspicious of the content, believing that the
new packs contained illicit drugs. In Africa, drug trafficking is quite common and it is important
not to confuse the local law enforcement trying to counter this problem. After serious inspections,
the local customs officials allowed the product into the countries. However, once the product had
been cleared through customs, Neerlandia faced a new problem. Buyers no longer wanted the
product. Consumers originally used the tin box packaging for boiling water, preparing food, and
even as building materials for houses, and were disappointed with the new, unfamiliar container
that could not be put to the same variety of uses. Following a period of reduced sales, Neerlandia
discontinued the aluminum foil packaging and reverted to the former reusable tin box packaging.
In this case study we learn that there is more to a product than simply the product itself when
entering an international market. Due to economic conditions and different cultural values in the
African market, sales were heavily impacted due to a change in packaging (Dalgic and Heijblom,
1996).
Solutions
The examples illustrated above demonstrate that ignoring cultural barriers can significantly impact
the success of a company when marketing internationally. The best solution to avoiding costly
errors is to properly do thorough research on the colloquial language, religious practices, and
cultural values belonging to the citizens in the targeted market. A possible solution before entering
a dramatically different market is to first enter one that has similar properties to your own domestic
market (Akgun et al., 2014). Once enough experience has been gained in a similar international
market, a company can than begin to venture into markets that are drastically different from their
own (Akgun et al., 2014). Understanding your cultural target market is important to minimize the
potential for offending consumers in that market. Once cultural barriers have been crossed, it is
very difficult to begin damage control as all respect for the organization is often lost.

12. 8
LegalBarriers
Advertising globally comes with the additional challenges of having to work within the differing
standards and laws of a variety of countries. For example, some laws may prohibit a specific type
of wording or image if it is considered to be misleading or to send a negative message to the
citizens. Moreover the type of product that is being advertised may not be welcomed in that
country. For example in 1938, the USA gave the Federal Trade Commission (FTC) “the authority
to regulate ‘unfair or deceptive’ advertising” (Nelson, 2004). This event led to the eventual
banning of alcohol and cigarettes from TV and radio. A company based outside the USA seeking
to sell their alcohol or cigarettes within the American borders would have to abide by these rules
and seek alternate methods of reaching their audience.
Advertising standards
It is necessary to consider the advertising standards of a country every time you choose to run a
marketing campaign within that country. The standards may be part of the country’s advertising
legislation, or may be only be a set of established advertising procedures that set the audience’s
expectations for what advertisements should be.
Case Study
Umair Mahmood takes a closer look at one of Nestlé’s mistakes in international marketing
standards in order to demonstrate how even large scale companies like Nestle often fail to do their
research before entering a market. Nestle entered the African market with their Gerber baby food.
The product had the traditional Gerber baby on the front of the label as well as the name of the
type of food inside. Nestle found that sales were not doing well and finally conducted research on
the area’s standard advertising practices, research that should have been done before entering the
Figure 4. Gerber Baby Food Labels. From “International
Advertising Top Blunders” (Left) by P. Naghma, 2015, and “5 BIG
stuff ups in communications history,” (Right) by S. Lyons, 2014.

13. 9
new market. They discovered that the cause of the poor sales was due to the fact that African food
manufactures generally put a picture of what’s contained inside of the package on the label in order
to indicate the contents to illiterate consumers (Mahmood, 2014). In this case, we can see that it’s
not enough to simply understand and follow advertising regulations in another country. The
marketing team needs to get in touch with its target market and make sure that they are able to
communicate their message effectively to that audience, whether through pictures or text. If Nestle
had spent some time in a grocery store talking to a manager or had reached out to a local advertising
firm, the company could have saved time and money and prevented damage to the Gerber brand.
Government Standards
When advertising locally, government standards and regulations must be followed in order to be
able to run the marketing campaign without being shut down by local authorities. It is often simple
process to find the advertising regulations of a particular locale. For example, when advertising in
Canada, you can visit canadabusiness.ca to find up-to-date regulations pertaining to running a
marketing campaign in Canada. The same considerations must be taken when advertising abroad.
Visiting another country’s website to find local advertising regulations or contacting an advertising
firm in the host country prior to launch can save time and money and help to ensure a smooth
campaign.
Case Study
Smith and Klein-Braley explain how Coca Cola ran into issues with Germany’s advertising
regulations when expanding their distribution of a diet product internationally. In Germany, “Diet
Coke has to be sold under the name Coca Cola Light because the word diet can only be used for
products which fulfill certain medical requirements” (Smith and Klein-Braley, 1997, p. 176).
Figure 5. Diet Coke and Coke Light. From “Diet Coke-Coca
Light” by Le Cul Entre Les Deux Chaises, 2016.

14. 10
Simply using an American Diet Coke commercial and then dubbing it into German would be less
costly than having to redo the campaign with all images being Coca Cola Light. However, saving
money on the creation of advertisements is not cost effective if those ads cannot be broadcast in
the target market. In most cases, Government standards have been put in place in order to protect
citizens, so it would be a waste of time for Coca Cola to try and argue that they advertise Diet
Coke in other parts of the world and it’s seen as good practice. This case indicates that thorough
research should be conducted into what exact wording you are allowed to use on your product and
in your marketing campaign in each new market (Smith and Klein-Braley, 1997).
Solutions
Speaking with foreign governments in respect to the local advertising standards is a good way to
build an outline of boundaries in which the marketing campaign must operate. Moreover, checking
the government's website can lead to valuable information. Checking with an advertising
consultant in the foreign is a good way to educate yourself on the local practices and advertising
standards.
Conclusion
In conclusion, we have demonstrated through various case studies that it is important for Tim
Hortons Canada to consider linguistic, cultural, and legal barriers when marketing internationally.
Standardized international marketing campaigns may fail to meet the marketing goals of the
company and could potentially create a negative public perception towards the product and brand.
Michael White emphasises that, “the expense involved in developing and implementing a market
promotion makes it important to get it right in the first place,” according to White (White, 2002,
p. 45). Further costs may be involved in efforts to rebuild the brand image. Once a brand has been
damaged it could potentially be unrepairable or cost the company millions of dollars to recreate a
positive brand reception. However, all of the mistakes discussed in this paper are avoidable with
proper research and adequate resources. When marketing internationally it is imperative that your
marketers gain an in-depth understanding of the culture of the locale. At the very least, someone
well versed in the target language and culture should be involved in the creation and
implementation of the campaign. White recommends building many connections with locals,
arguing that “personal visits and interviews, cultivation of friendships with resident and overseas
nationals, and joint marketing with local companies…can be very helpful in avoiding cross cultural
linguistic gaffes,” (White, 2002, p. 44). With sufficient research, we believe that Tim Hortons
Canada could successfully gain access to a new international foreign market, increasing overall
brand presence, perception, and profits.

15. 11
Recommendations
The following is a list of recommendations Tim Hortons can utilise when expanding your
marketing efforts internationally. All of the recommendations included go back to the basics of
good marketing: constructing a thorough understanding of your audience and your purpose.
1) Integrate yourself with the local market. Don’t be an external observer.
2) Have a local marketing team and listen to their input. The team should understand your
company’s marketing objectives and the brand, and have the cultural and linguistic
background to catch many common mistakes in your new advertisements.
3) Joint marketing with local companies can be another way to avoid standardisation
mistakes and build friendships in the target country.
4) Create a marketing campaign that captures the same message and emotions as the
original, but do not rely on direct translation and standardisation
5) Keep in mind that different culture have different expectations as to what advertising
should be.

16. 12
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17. 13
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