Cracking an international market is a goal of most growing corporations. It shouldn't be that hard, yet even the big multi-nationals run into trouble because of language and cultural differences. For example...
- Hunt-Wesson introduced its Big John products in French Canada as Gros Jos before finding out that the phrase, in slang, means "big breasts." In this case, however, the name problem did not have a noticeable effect on sales.
- Colgate introduced a toothpaste in France called Cue, the name of a notorious porno mag.
- In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.
Comment Preview