Sentinel Art Design

Brand Adaptation, examples of failure…

// November 27th, 2009 // Uncategorized

I think, for this case study, I should start with remembering something very important about Brands going out on and covering new markets!

As I understand when you are a giant or almost one, probably, it is very hard to see and consider small beings around you, and sometimes it is even not so important to think about them!
But how can a giant be a giant when new, far and small but interesting worlds that he wants to conquer, speak differently than he speaks, and therefore reject the misunderstood stranger!

Yes, of course, brands prepare themselves for new markets and carry out brand adaptation, but not all and not for all markets!

And it’s a shame!

Below I will give life examples of that!

I can tell that people laugh and also see disgrace in it!
Real and tough problems arise in a Brand’s life evolution when covering new markets means solving Cross-culture obstacle.
But world and people still speak different languages and live different cultures while making shopping!
So, I address this article to the below mentioned brands, TMs and companies that, by some reasons, forgot to check all points in their market map and ensure that their Brand Identity and Message are correctly understood in all markets.
I hope it will make a positive resonance!

Dear mentioned Brands, did you know about the following?

You didn’t pass adaptation in…

1. “Sula” candies produced by Perfetti Van Melle Company.

Word “sula” is a noun written, read as is and understood in Romanian language as “dick” in an obscene manner. And “Sula” candies are sold in Moldova shops and supermarkets, where local people also speak Romanian language like in Romania.

2. Cream Cheese “Viola” by Valio food Company from Finland.

Word “viola” is a verb written, read as is and understood in Romanian language as “to violate and to rape” if translated. I’d say – Wow, how nice! Especially when testing in supermarkets in organized, in Moldova capital, where Romanian is spoken.

3. “Super Huevo” Mexican food brand.

These two Spanish words are sometimes even read incorrectly and associated in Russian language with the following: super = super, but word “huevo” (obscene) = “f…cking bad”, if translated. So all in all it makes “super f…king bad”. This brand products are sold in Russia.

4. “Osram” German Company for Lighting Products.

“O sram” is read incorrectly and understood in Russian language as “Oh! Shame. Oh! Disgrace.”, if translated. But still, this brand products are sold in Russia.

5. Medicine “Trachisan” by Engelhard Arzneimittel GmbH Co.

Word “trachisan” is related in Russian language with obscene “f…ck”. This brand products are sold in Russia.

6. Also, medicine “Ibufen” (international name “Ibuprofen”).

Is produced by many European pharmaceutical companies. This one, also obscene, is understood in Russian, you couldn’t imagine this, if translated than it would mean “f…cking a hair-drier”! And “Ibufen” is largely sold in Russian drug stores.

7. Puledro Clothing for kids and teenagers of all ages.

I don’t really like repeating it, so, I’ll just say that word “pule”, a plural noun, is written and read as is, and has tha same obscene meaning in Romanian language, like in the very first example written above, so is a curse. The only fact that excuses somehow this TM is that it’s not officially represented and sold in Moldova, though it is sold in a well known commercial centre for kids in the capital, but the TM heads don’t even suspect about something like this.

8. Sunflower Seeds “ZARAZA”.

Word “Zaraza” is translated from Russian language as “contagion, infection”, and as you see the producer writes it with Latin letters.
This example, I would say, looks like a total opposition to the above “successful participants”.
And though its name should instantly reject any consumer, the enclosed sense reflects a totally real and close “phenomenon” that is experienced knowingly or not by a loyal consumer of sunflower seeds, and brings the consumer on a new level of understanding of his merited and true place, his importance and contribution.

The producer speaks and addresses very honestly to his consumer, no more uncertainties, let’s be open!
On the backside of the package there’s something very interesting written in Romanian already, I’ll try to translate, though there are some expression errors:

“Attention!
Contaminating a / being contaminated by a Contagion, it is very difficult to defeat it. Before you open the package – think twice!”

But just one lack of clarity I see: who or what is the “Contagion”? – The content of the package or the one that consumes the content of the package???
And I wonder – what is the reaction of the consumer to such straightforward interpretation?!

And what about local authorities, they don’t really care about it too?!

But imagine that Russian is spoken and understood in many other ex-soviet countries that sometimes are very attractive new markets for Western Brands! Romanian – mainly spoken in Romania and Moldova. But what about Romanian and Russian growing communities all over the world! Do they care about it or no?

Is it possible and necessary to prevent all these?!