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----- Forwarded by Dan J Hyvl/HOU/ECT on 03/02/2001 10:29 AM -----
Noel Butler <NBUTLER@SusmanGodfrey.com< 03/02/2001 08:26 AM To: "'Dan.J.Hyvl@enron.com'" <Dan.J.Hyvl@enron.com< cc: Subject: FW: Marketing Screw Ups -----Original Message----- From: Nichole Tardy [mailto:nichole@roadrunner-moving.com] Sent: Friday, March 02, 2001 8:26 AM To: 'Barbara'; 'Dad'; 'Melany Bastubee (TWI)'; 'Melonie W.'; Noel Butler; 'Shelly D - (TWW)'; 'Shelly Williams (TWI)' Cc: Jeannie Hill Subject: FW: Marketing Screw Ups < Top 10 Most Brilliant Marketing Screw Ups < < 1. Coors put its slogan, "Turn it loose," into Spanish, where it < was read as "Suffer from diarrhea." < < 2. Scandinavian vacuum manufacturer Electrolux used the following in an < American campaign: "Nothing sucks like an Electrolux." < < 3. Clairol introduced the "Mist Stick", a curling iron, into < German only to find out that "mist" is slang for manure. Not too < many people had use for the "manure stick." < < 4. When Gerber started selling baby food in Africa, they used the same < packaging as in the U.S., with the beautiful Caucasian baby < on the label. Later they learned that in Africa, companies < routinely put pictures on the label of what's inside, since most < people can't read. < < 5. Colgate introduced a toothpaste in France called Cue, the name of a < notorious porno magazine. < < 6. An American T-shirt maker in Miami printed shirts for the < Spanish market which promoted the Pope's visit. Instead of "I saw the < Pope" (el Papa), the shirts read "I saw the potato" (la < papa). < < 7. Pepsi's "Come alive with the Pepsi Generation" translated into "Pepsi < brings your ancestors back from the grave", in Chinese. < < 8. Frank Perdue's chicken slogan, "it takes a strong man to make < a tender chicken" was translated into Spanish as "it takes an < aroused man to make a chicken affectionate." < < 9. The Coca-Cola name in China was first read as "Ke-kou-ke-la", < 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 "ko-kou-ko-le", < translating into "happiness in the mouth." < < 10. When Parker Pen marketed a ball-point pen in Mexico, its ads < were supposed to have read, "it won't leak in your pocket and < embarrass you". Instead, the company thought that the word < "embarazar" (to impregnate) meant to embarrass, so the ad read: < "It won't leak in your pocket and make you pregnant." <
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