U2 Marketing Blunders

Question 1

Mistakes in Mexico:

Answer 1

• Parker Pen: Ad mistakenly implied pen prevents pregnancy.
• Frank Perdue: Slogan mistranslated as “making a chicken aroused.”

Question 2

Mistakes in specific markets:

Answer 2

• Coca Cola in Spain: Withdrew 2-liter bottle due to size compatibility.
• Hunt-Wesson in French Canada: Product name sounded like “big breasts” in slang.
• Pepsi in China: Slogan translated as “bringing ancestors back from the grave.”
• Schweppes Tonic Water in Italy: Translated name as “Toilet Water.”

Question 3

Communication challenges:

Answer 3

• Gerber in Africa: Label confusion due to inability to read English.
• Coors in Spanish: Slogan translated as “Suffer from diarrhea.”
• Clairol in Germany: Product name sounded like manure in German.
• Salem cigarettes in Japan: Slogan translated as “feeling refreshed and empty-minded.”

Question 4

Renaming for cultural sensitivity:

Answer 4

• General Motors in South America: Renamed Chevy Nova to Caribe due to “no va” meaning “it won’t go.”
• Ford Motors in Brazil: Renamed car from “Pinto” to “Corcel” to avoid an inappropriate meaning.

Question 5

Customizing visuals:

Answer 5

AT&T in Russia and Poland: Adjusted ad to show the back side of the thumb to avoid an offensive gesture.