Localization is a crucial process that helps businesses connect with audiences across different regions and cultures. However, when done incorrectly, it can lead to embarrassing blunders and cultural missteps that may damage a brand’s reputation. Here are 10 infamous localization failures and the lessons we can learn from them.
1. HSBC Bank: “Do Nothing”
In 2009, HSBC Bank spent $10 million on a rebranding campaign to fix the damage caused by its previous slogan, “Assume Nothing.” When translated into several languages, the slogan came out as “Do Nothing,” leading to a significant loss in international business.
Key takeaway: Always double-check translations and cultural context to avoid misunderstandings.
2. Pepsi: “Come Alive With Pepsi”
Pepsi launched its slogan “Come Alive with the Pepsi Generation” in Taiwan, but the translation in Mandarin came out as “Pepsi brings your ancestors back from the dead.” This led to confusion and tarnished Pepsi’s brand image in Taiwan.
Key takeaway: Slogans should be tested in multiple languages before being launched globally.
3. KFC: “Eat Your Fingers Off”
When KFC opened in China, its iconic slogan, “Finger Lickin’ Good,” was mistranslated as “Eat Your Fingers Off,” alarming customers and negatively impacting its reputation.
Key takeaway: In certain regions, playful slogans may not be received as intended. Always adapt your message to cultural norms.
4. Chevrolet Nova: “No Go”
General Motors faced a sales flop in Latin America when the Chevrolet Nova, named to suggest speed, was interpreted as “No Va,” meaning “doesn’t go” in Spanish.
Key takeaway: Product names should resonate well in all markets, both linguistically and culturally.
5. Nokia Lumia: “Prostitute”
Nokia’s Lumia phone was launched in some regions, but the word “Lumia” has an unfortunate slang meaning in certain South American countries, referring to a prostitute. This cultural blunder caused embarrassment and affected sales.
Key takeaway: Thorough research of slang and idioms is essential in international markets.
6. Ford Pinto: “Tiny Male Genitals”
When Ford introduced the Pinto in Brazil, they failed to realize that “Pinto” in Brazilian Portuguese was a slang term for small male genitals, leading to low sales. After rebranding to “Corcel” (meaning “Horse”), sales improved.
Key takeaway: Understand local slang and its impact before naming products.
7. Coca-Cola: “Bite the Wax Tadpole”
Coca-Cola made a phonetic translation error when launching in China, leading to the brand name being interpreted as “Bite the Wax Tadpole” or “Female Horse Stuffed with Wax.” The company quickly adjusted to a more fitting translation, “Ko-kou-ko-le,” meaning “Happiness in the Mouth.”
Key takeaway: Phonetic translations should be tested to ensure they sound appropriate in target languages.
8. Gerber: Baby Food or Baby?
When Gerber expanded into Africa, it used the same packaging as in the U.S. However, due to low literacy rates, consumers assumed the product contained baby meat because of the picture on the label.
Key takeaway: Visual content should be adapted to the local market to avoid misinterpretation.
9. Schweppes: Toilet Water
Schweppes Tonic Water was launched in Italy, but the product was translated as “Schweppes Toilet Water,” which led to mockery and tarnished the brand’s image.
Key takeaway: Even seemingly simple translations can have major cultural implications.
10. Parker Pens: Embarrassing Leakage
Parker Pens ran an ad in Mexico that was meant to say, “It won’t leak in your pocket and embarrass you.” However, the Spanish word “embarazar” means “to impregnate,” so the ad read, “It won’t leak in your pocket and impregnate you.”
Key takeaway: Be cautious with homophones and ensure that ad copy is properly localized.
Conclusion
These notorious localization blunders emphasize the importance of cultural sensitivity when translating content for international audiences. Simple errors can lead to significant financial losses and long-term damage to a brand’s reputation. To avoid such missteps, companies should prioritize investing in professional localization services that consider both language and culture to ensure success in global markets.
