Hogarth In More About Advertising: Five Classic Marketing Blunders
Hogarth’s best work in transcreation is unnoticeable. It subtly makes changes to campaigns so they seamlessly work across multiple markets; thanks to our excellent transcreation teams and our translators, campaigns have the same resonance and meaning all around the world.
Poor translation can be catastrophic. Some particularly notable examples of campaigns translated from English include one urging customers to ‘bite the wax tadpole’ – the result of a phonetic translation of ‘Coca Cola’ – or another stating that ‘it takes an aroused man to make a chicken affectionate’ – a Spanish translation of Perdue Farms’ original statement ‘it takes a strong man to make a chicken tender’.
To highlight a few of the pitfalls of poorly thought out international adverting, our Head of Transcreation and Insight Kate Robinson recently wrote an article detailing the 5 worst recent blunders in international marketing, from Whisky sold as manure, to offensive logos, to drinks suddenly named after homophobic slang.