The Eight Worst International Marketing Mistakes

Marketing Blunders Summative Task - International Business

By: Senai Debebe

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#1 - Pepsi Zombies?

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#2 - KFC Promotes Cannibalism?

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Pepsi's marketing campaign between 1963 and 1967 was "Come Alive!" in the attempt to revive the brand and compete with Coca Cola. However, in China, the slogan was mistranslated and meant "Pepsi brings your ancestors back from the grave!" and in Chinese culture, they worshipped their ancestors and many people thought by drinking Pepsi could bring back the dead.

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KFC is generally known as an great success story in China. Yet, in the beginning, KFC made Chinese consumers a bit apprehensive when "finger licking good" was translated as "eat your fingers off," in the late 1980s. Marketing messages often contain idiomatic language to give off an emotional response in the target audience but KFC was mistaken and quickly made sure to switch their slogan.

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Here above is the orginal advertisement created back in 1963

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#2 - KFC Promotes Cannibalism?

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KFC is generally known as an great success story in China. Yet, in the beginning, KFC made Chinese consumers a bit apprehensive when "finger licking good" was translated as "eat your fingers off," in the late 1980s. Marketing messages often contain idiomatic language to give off an emotional response in the target audience but KFC was mistaken and quickly made sure to switch their slogan.

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#3 - Condescending Cadillac?

#4 - Schweppes Toilet Water?

In 2014, Cadillac introduced a new vehicle model. In a one-minute commercial and advertisements, Cadillac insults viewers by simply implying that only Americas are worthy for owning Cadillac automoblies. In the commerical the main character says "other countries they work, they stroll home, they stop by the cafe, they take August off, off" indirecting talking about other countries' work ethic when compared to the United States.

The well-known beverage brand which orginated in the Republic of Geneva expanded its product to Italy. In Italy, a campaign for Schweppes Tonic Water somehow translated the drink's name into "Scheweppes Toilet Water." Of course this name isn't appetizing to the Italian consumers and had to be changed quickly. It turned out this wasn't a mouthwatering prospect for Italians!

Link to Commercial

#4 - Schweppes Toilet Water?

The well-known beverage brand which orginated in the Republic of Geneva expanded its product to Italy. In Italy, a campaign for Schweppes Tonic Water somehow translated the drink's name into "Scheweppes Toilet Water." Of course this name isn't appetizing to the Italian consumers and had to be changed quickly. It turned out this wasn't a mouthwatering prospect for Italians!

#5 - Are You Lactating?

#6 - Flying Nude?

After the "Got Milk" campaign received great success in the United States, the advertising agency attempt to branch out and lauch the campaign in Mexico. However, when the American Dairy Association attempted to use the same Spanish English translated marketing campaign in Mexico, it wasn’t exactly what they hoped for and was interpreted as "Are You Lactating?" to many!

In 1987, Braniff Airlines came up with their "Fly in Leather" slogan, which they used to promote their upgraded leather seats. Turns out that in Spanish, the slogan read "Fly Naked," which was a misinterpretation in the message they wished their customers were trying to receive with the advertisment. The airline industry is international by nature, and airlines must adapt their business and language to thrive in other countries.

Even Mr. Nuyens' favorite musical artist advertised for the "Got Milk?" campaign!

#6 - Flying Nude?

In 1987, Braniff Airlines came up with their "Fly in Leather" slogan, which they used to promote their upgraded leather seats. Turns out that in Spanish, the slogan read "Fly Naked," which was a misinterpretation in the message they wished their customers were trying to receive with the advertisment. The airline industry is international by nature, and airlines must adapt their business and language to thrive in other countries.

I don't think Braniff Airlines meant this!

#7 - Lackluster Logos?

#8 - Tesla's Indestructible Cybertruck?

In October 2010, Gap launched a new logo in attempt to modernized their company. It only lasted TWO DAYS as they recieved great backlash from the public and quickly changed back to their old logo. Gap understood their marketing mistake and was unsuccessful with attracting younger consumers with the logo redesign and many felt a loss in connection with the old brand logo.

In November 2019, Elon Musk branched out by adding to their list of electric vehicles and hosted an event revealing the new Cybertruck Tesla. The main reason it was hosted was to showcase the new "Armour Glass Windows" in the attempt to showcase the strength of the windows. However, in the demonstration, Elon Musk's team threw a metal ball at the window as it shattered.

Link to Tesla Cybertruck Armour Glass Demonstration

It's crazy that as something as a logo has a great affect on the productivity and profit of the business.