Localization is a crucial process that allows products, services, or content to resonate with audiences in different regions and cultures. However, when done incorrectly, localization can lead to cultural misunderstandings and embarrassing blunders. Here are some of the most notorious cases of localization gone wrong.
HSBC Bank: “Do Nothing”
In 2009, HSBC Bank spent $10 million on a rebranding campaign to repair the damage done by its previous slogan, “Assume Nothing.” The bank’s intention was to convey a message of trust and reliability; however, when translated into various languages, the slogan often read as “Do Nothing,” which led to a significant loss of business in international markets.
Pepsi: “Come Alive With Pepsi”
Pepsi experienced a localization disaster when it launched its new slogan, “Come Alive with the Pepsi Generation,” in Taiwan. The slogan was mistranslated into Mandarin as “Pepsi brings your ancestors back from the dead.” This led to significant customer confusion and a negative impact on Pepsi’s brand image in the Taiwanese market.
KFC: “Eat Your Fingers Off”
When KFC first opened in China in the late 1980s, their iconic slogan, “Finger Lickin’ Good” was mistranslated to “Eat Your Fingers Off.” This caused considerable alarm among customers and tarnished the restaurant’s reputation.
Chevrolet Nova: “No Go”
When General Motors introduced the Chevrolet Nova in Latin America, they overlooked that “no va” in Spanish translates to “doesn’t go.” A car with a name suggesting it wouldn’t run was, unsurprisingly, not a sales success.
Nokia Lumia: “Prostitute”
Nokia made a significant cultural misstep when it named one of its phones “Lumia.” While this word might sound beautiful and elegant in some languages, in Spanish slang, particularly in some South American countries, “lumia” is a derogatory term for a prostitute, causing some embarrassment for the company and potential customers.
Ford Pinto: “Tiny Male Genitals”
When Ford introduced the Pinto in Brazil, they were confused as to why sales were abysmally low. It turned out that “Pinto” in Brazilian Portuguese slang is a derogatory term referring to tiny male genitals. After realizing the blunder, Ford swiftly changed the name to Corcel, which means “Horse,” and sales picked up.
Coca-Cola: “Bite the Wax Tadpole”
In the early stages of its launch in China, Coca-Cola made a significant localization error. When phonetically translated into Chinese, “Coca-Cola” was initially read as “Ke-kou-ke-la,” which means “Bite the Wax Tadpole” or “Female Horse Stuffed with Wax,” depending on the dialect. After a quick adjustment, Coca-Cola found an accurate phonetic equivalent, “Ko-kou-ko-le,” which translates to “Happiness in the Mouth,” and resonates positively with Chinese consumers.
Gerber: Baby Food or Baby?
When the American company Gerber started selling baby food in Africa, they used the same packaging as in the U.S., with a beautiful baby on the label. However, because of literacy issues in some African regions, companies routinely place pictures on labels to demonstrate what’s inside. Consequently, consumers were horrified, believing the cans might contain ground-up babies.
Schweppes: Toilet Water
When Schweppes Tonic Water was launched in Italy, a translation error led to it being marketed as “Schweppes Toilet Water.” This unappetizing description was far from thirst-quenching and led to a lot of mockery at the expense of the brand.
Parker Pens: Embarrassing Leakage
When Parker 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 ad read, “It won’t leak in your pocket and impregnate you.” This blunder surely left Parker Pens red-faced.
Conclusion
These examples further emphasize the significant role cultural sensitivity and comprehensive understanding play in localization efforts. Poor translations or neglecting to consider cultural nuances can result in both financial losses and severe damage to a brand’s reputation. Hence, companies must invest in professional and experienced localization services that can navigate these complexities effectively, ensuring their global success.
These examples underscore the importance of thorough linguistic and cultural understanding when attempting to localize a product or service. A mere translation of words is not enough; the context, cultural nuances, idioms, and slang should be carefully considered. Companies must prioritize investing in accurate and sensitive localization strategies to prevent potentially damaging blunders. The rewards for doing so are clear: better audience engagement, customer loyalty, and ultimately, international success.