Coke's second brand-naming attempt was more
effective, using a different set of characters
to present 'ko-kou-ko-le', which can be loosely
translated as 'happiness in the mouth'.
Coke isn't the only company to have had problems
in brand-naming in new markets:
In Taiwan, the translation of the Pepsi slogan
'Come alive with the Pepsi Generation' came
out as 'Pepsi will bring your ancestors back
from the dead'.
Also in Chinese, the Kentucky Fried Chicken
slogan 'finger-lickin' good' came out as 'eat
your fingers off'.
And there have been disasters in other markets
too…
When General Motors introduced the Chevy
Nova in South America, it was apparently unaware
that 'no va' means 'it won't go'.
Ford had a similar problem in Brazil when
the Pinto flopped. The company found out that
Pinto was Brazilian slang for 'tiny male genitals'.
Ford pulled all the nameplates off and changed
the car's name to Corcel, which means horse.
Brand Manual
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