Splash! (or: Marketing Pitfalls in a Cross-Cultural World)

9 December 2019 – There are many tales told, in the marketing world, of brand names & slogans that work just fine in the home market, but self-sabotage elsewhere:

  • the Chevy Nova — all shiny-new in English, but in Spanish (no va) a warning that the car won’t go
  • the Alliance for Progress — intended to boost economic cooperation between the USA and Latin America, but in Spanish (Alianza para el Progreso) a prediction that the Alliance will put the brakes on progress
  • Diversified Action Group, or DAG in snappy short-form — a safely bland title for its collection of miscellaneous small acquisitions, thought the global ad agency, until its Australian partners managed to stop laughing long enough to explain what “dag” means in the sheep-shearing world

Which — speaking of Australia — brings us to Yellow Tail wines, and their campaign to “add a splash of yellow.”

On billboards everywhere.

Well, on downtown Vancouver bus shelters, at any rate.

Okay.

Here in Canada, there is only one possible explanation for a splash of yellow on the snow.

 

Dog pee.

Or cougar, or lynx, or bear, or wolf, or coyote, or even human.  But whatever the source, it’s still pee.

Dog Pee Wine! Right up there with the Chevy that doesn’t go.

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    "A city is a language, a repository of possibilities, and walking is the act of speaking that language, of selecting from those possibilities" -- Rebecca Solnit, "Wanderlust: A History of Walking"

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