When it comes to copywriting, it boils down to more than just writing. Sure, copywriters often let their creativity flow and take in other aspects of the copy such as the design and pictures that accompany the copy. However, it is extremely crucial to let ignorance slide away. If the copywriter is unaware of the potential flaws that may emerge once translated, a brilliant copy can potentially be the worst copy ever. It is always useful to double check such details with the copywriter. Check out what happened when you don’t!
- Coors decided to use its slogan, “Turn it loose,” in Spanish advertisements. Unfortunately, it translated as “Suffer from diarrhoea.” Beer sales went down the crapper.
- Clairol introduced a new curling iron called the “Mist Stick.” But when they brought the product to the German market, they discovered that “mist” is slang for manure. Apparently, few German consumers had use for a “manure stick.”
- When the Pope announced a visit to the U.S., an American T-shirt maker in Miami printed shirts for Spanish-speaking residents. The shirt was supposed to read “Vi al Papa” (I saw the Pope) but instead read “Vi la papa” (I saw the potato). I like potatoes as much as the next guy, but I don’t wear shirts bragging about it.
- Pepsi’s slogan used to be “Come alive with the Pepsi Generation.” It proved successful right up to the time when it entered the Chinese market, where it took a nasty left turn. In Chinese, the slogan meant, “Pepsi brings your ancestors back from the grave.” Yikes!
- When Gerber started selling baby food in Africa, they decided to use the same packaging as they used in the US, with a beautiful, smiling baby on the label. Later they learned that in Africa illiteracy is high, so companies put pictures on the product labels to show what’s inside. “Baby food” took on a startling new meaning.
Courtesy of menwithpens.