Localization is the process of adapting a product or service to meet the cultural needs of a specific target market. When done correctly, localization can help businesses increase sales and reach new markets. However, when it is done poorly, it can lead to some embarrassing – and costly – mistakes. In this blog post, we will discuss five of the worst cases of localization mistakes.
5 cultural blunders in localization
First on our list is the case of Coca-Cola in China.
In order to appeal to the Chinese market, Coca-Cola created a new slogan that was meant to say “Coca-Cola brings you happiness in every drop.” However, the literal translation of the slogan was “Coke will make your bowels happy.” Needless to say, this did not go over well with the Chinese people and Coke had to quickly issue an apology.
Next on our list is Pepsi’s entry into the Russian market.
In an effort to appeal to young Russians, Pepsi created a series of ads featuring Soviet leader Mikhail Gorbachev. The ads were intended to show that Pepsi was a symbol of freedom and democracy. However, many older Russians were not happy with the ads, as they felt that they were making light of a serious time in their country’s history. Pepsi was forced to pull the ads and issue an apology.
The third example comes from KFC.
In China, KFC ran an ad campaign that featured a young boy giving his grandmother a KFC drumstick for her birthday. The ad was meant to show the filial piety of the Chinese people. However, many people felt that the ad was in bad taste, as it implied that eating KFC chicken was more important than spending time with family. KFC had to pull the ads and issue an apology.
Our fourth example comes from Burger King.
In 2009, Burger King launched a new sandwich called the “Vietnamese Sweet Chilli Tender crisp.” The sandwich consisted of a beef patty topped with sweet chili sauce and pickled vegetables. However, many Vietnamese people were offended by the name and ingredients of the sandwich, as they felt it made light of their culture. Burger King was forced to pull the sandwich and issue an apology.
Last on our list is the case of Ford in Brazil.
In order to appeal to Brazilian consumers, Ford created a new model of car that was based on the design of a popular Brazilian wax job. The car, called the “Pinto” (meaning “small penis” in Portuguese), was not well received by the Brazilian people and was quickly pulled from production. Ford issued an apology for the offensive design.
These are just a few examples of cultural blunders that can occur when businesses try to enter new markets without fully understanding the culture of their target market. When done correctly, localization can be a great way to expand your business. However, it is important to do your research and avoid making offensive or insensitive mistakes. Otherwise, you may find yourself in hot water – like these companies did.
How to avoid mistakes in localization?
Research your target market: When entering a new market, it is important to do your research and understand the culture of your target market. This will help you avoid making offensive or insensitive mistakes.
Work with a localization partner: Working with a localization partner who understands the culture of your target market can help you avoid making mistakes. They can help ensure that your content is culturally appropriate and that your message is clear.
Be prepared to apologize: If you do make a mistake, be prepared to apologize quickly and take responsibility for your actions. This will help limit the damage to your reputation and may help you win back some customers.
Localization can be a great way to expand your business into new markets. However, it is important to do your research and avoid making offensive or insensitive mistakes.
How do you choose the right localization partner to help with your global expansion efforts?
When choosing a localization partner, it is important to find a company that has experience working with businesses in your industry and that understands the culture of your target market. This will help ensure that your content is culturally appropriate and that your message is clear. Additionally, you should look for a company that has a good reputation and that offers competitive prices.
Finally, be sure to communicate clearly with your localization partner about your goals and objectives. This will help ensure that they can meet your needs and deliver the results you are looking for.
Choosing the right localization partner is an important part of expanding your business globally. By doing your research and communicating clearly with your partner, you can avoid making cultural blunders and set yourself up for success.
What are some of the challenges and benefits of localization?
Localization can help you expand your business into new markets and reach new customers. However, it is important to be aware of the challenges that can come with localization. For example, if not done correctly, localization can result in cultural blunders that can damage your reputation. Additionally, localization can be costly and time-consuming.
Despite these challenges, localization can be a great way to grow your business. When done correctly, it can help you build relationships with new customers and better understand their needs. Additionally, localized content can make your brand more relatable and trustworthy to consumers in other countries.
If you are considering expanding your business globally, localization is an important part of the process. By understanding the challenges and benefits of localization, you can set your business up for success.
With the global market growing more competitive each day, it’s now more important than ever to make sure your business is reaching customers in their language. Avoiding localization mistakes can help you stay ahead of the competition and ensure that you’re providing a great customer experience, no matter where your customers are located.
If you need help with localization, our team at eTranslation Services can assist you. We have years of experience translating websites and marketing content for businesses around the globe, so contact us today to get started!