 Facts/Marketing |
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MARKETING SLOGANS The Dairy Association's huge success with the campaign "Got Milk?" prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read "Are you lactating?" Coors put its slogan, "Turn It Loose," into Spanish, where it was read as "Suffer From Diarrhea." Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: "Nothing sucks like an Electrolux." Clairol introduced the "Mist Stick," a curling iron, into Germany only to find out that "mist" is slang for manure. Not too many people had use for the "Manure Stick." When Gerber started selling baby food in Africa, they used the same packaging as in the US, with the smiling baby on the label. Later they learned that in Africa, companies routinely put pictures on the labels, depicting the contents, since many people can't read. Colgate introduced a toothpaste in France called Cue, the name of a notorious porno magazine. The Coca-Cola name in China was first read as "Kekoukela", meaning "Bite the wax tadpole" or "female horse stuffed with wax", depending on the dialect. Coke then researched 40,000 characters to find a phonetic equivalent "kokou kole", translating into "happiness in the mouth."
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