Lost in Translation: 13 International Marketing Fails
Expanding your business internationally can be a thrilling endeavor, but venturing into new markets without a clear understanding of your audience can lead to catastrophic marketing mishaps. The world of global marketing is filled with cautionary tales, and even large enterprises have stumbled when translating their successful campaigns to foreign markets.
Understanding the Culture and Language Matters: Mariko Amekodommo, CEO of Mariko Communications, stresses the importance of grasping the intricacies of a new market before diving headfirst into international marketing. Cultural gaps and language nuances can lead to campaigns that fail to resonate or, worse, send unintended messages that alienate potential customers.
Let's take a closer look at some notable international marketing blunders committed by well-known companies:
American Motors: Naming their midsize car "the Matador" backfired in Spanish-speaking countries, where "matador" means "killer."
BMW: A car commercial in the United Arab Emirates used the national anthem, causing outrage and offense among Emiratis.
Braniff Airlines: A leather seats promotion in Mexico, using the phrase "Vuela en cuero," mistakenly translated to "fly naked."
Coors: The tagline "Turn It Loose" backfired in Spain when translated as "suffer from diarrhea."
Dolce & Gabbana: An ad featuring a Chinese woman attempting to eat Italian food with chopsticks sparked controversy and boycott threats in China.
Electrolux: The Scandinavian vacuum maker's slogan "Nothing sucks like an Electrolux" sounded unintentionally humorous in the U.S.
Ford: An ad campaign in Belgium, meant to emphasize the quality of Ford cars, instead suggested "Every car has a high-quality corpse."
HSBC Bank: The "Assume Nothing" campaign translated to "Do Nothing" in many countries, leading to a costly rebranding effort.
KFC: The famous "Finger-lickin' good" slogan, when translated in Beijing, turned into "Eat your fingers off."
Pampers: Featuring a stork on the packaging to represent delivering babies didn't resonate with Japanese parents, who prefer giant floating peaches in their folklore.
Nike: Design mishaps involving logos that resembled Arabic words led to public backlash.
American Dairy Association: The direct translation of "Got Milk?" to Spanish resulted in an awkward "Are You Lactating?" campaign.
Mercedes-Benz: A poor choice of name, "Bensi," meaning "rush to die" in Chinese, led to a hasty rebranding to "Benchi."
Avoiding International Marketing Mistakes: To avoid such missteps, it's crucial to customize your marketing strategy to each market, considering language, culture, visuals, gestures, and trends. Localization goes beyond translation, capturing the nuances of positioning and taglines that resonate with the audience. Engaging local experts for cross-referencing and feedback can be immensely helpful in ensuring a culturally appropriate approach.
Correcting International Marketing Mistakes: In the unfortunate event of a marketing blunder, addressing it head-on is essential. Take responsibility, apologize, and tailor your message to the culture you aim to reach. Partnering with local agencies or consultants can help strategize new campaigns that truly connect with audiences.
International marketing requires thorough research, customization, and a deep understanding of the target market's culture and language. By learning from the experiences of others, small business owners can navigate the complexities of global expansion and create marketing campaigns that successfully extend their brand worldwide.