Dirty Little Secrets of International Advertising
In fact there are numerous case studies and many dirty little secrets say Advertising Experts.
One online advertising writer and experts reminds of a couple of really unfortunate instances; 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.
" Then a bottled beverage company really messed up.
You see in Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water.
Well I must say that I agree with our online advertising guru and business consultant those are major mistakes and thus it proves the point that International advertising is hardly as easy as it looks.
And there is nothing dirtier than manure or toilet water when you are trying to market your products to consumers in foreign lands.
So, perhaps you will consider this in 2006, especially if you are going into advertising or you are in charge of your companies overseas marketing campaigns.