Marketing gaffes: Difference between revisions

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 Marketing gaffes occur when a company "markets" (advertise, sell, promote) a brand without anticipating negative consequences or consumer backlash
+== Lack of cross-cultural awareness ==
+* many marketing blunders result from a company that tries to market a product or brand in another country without awareness of cultural sensitivities and attitudes in that country
+* many such gaffes arise from poor translation
+* others arise from a lack of awareness of consumer cultural preferences
+** for example, in the 1990s, Wilson Sporting Goods company hired an American consulting firm to analyze the potential for the brand's presence in the Brazilian soccer (futbol) market
+*** Wilson had an existing strong presence in the tennis category
+*** and remains so, in the 2020s -- without any breakthrough into soccer
+*** soccer is a heavily brand-sensitive market in Brazil, and consumers simply did not associate "Wilson" with soccer
+* see
+** [https://www.theguardian.com/media/2003/nov/17/advertising Blooper proves bum deal for Sharwoods | Advertising | The Guardian]
+** "[https://armanlinkbuilding52525252.medium.com/results-of-poor-cross-cultural-awareness-a20b7cec0fc1#:~:text=Results%20of%20Poor%20Cross%20Cultural%20Awareness.%20Having%20a,lead%20to%20blunders%20that%20can%20have%20damaging%20consequences. Results of Poor Cross Cultural Awareness | by arman linkbuilding | Medium]"
 == Classic marketing gaffes ==
+=== the Burger King ===
+* now called "BK", the maker of "Burger King" hamburgers tried to promote its mascot by posing the "Burger King" in a variety of everyday or known scenes (such as in an audience at an event) or having the mascot show up unexpectedly, such as in a man's bed when he woke up
+* however, the Burger King mascot was seen as "creepy"
+** [https://content.time.com/time/specials/packages/article/0,28804,2090074_2090076_2090115,00.html Burger King's King - Top 10 Creepiest Product Mascots - TIME]
+** [https://www.miaminewtimes.com/restaurants/the-burger-king-returns-as-creepy-as-ever-7656552 The Burger King Returns as Creepy as Ever | Miami New Times]
 === Chevy Nova ===
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 ** wikipedia calls this story an "urban legend": [[wikipedia:Chevrolet_Chevy_II_/_Nova#Urban_legend|Chevrolet Chevy II / Nova - Wikipedia]]
 ** however, the story came from somewhere, so it was most likely a common joke in Spanish-speaking Nova markets
+=== Fresca ===
+* similarly to the Chevy "Nova," the soft drink's launch in Mexico was marred by an unintended translation
+* this time with the Mexican slang term "fresca" for lesbian
+** see: [https://www.linkedin.com/pulse/advertising-blunders-five-lesser-known-classics-kate-robinson Advertising blunders: Five of the lesser-known classics (linkedin.com)]
+*** derived from: [https://armanlinkbuilding52525252.medium.com/results-of-poor-cross-cultural-awareness-a20b7cec0fc1#:~:text=Results%20of%20Poor%20Cross%20Cultural%20Awareness.%20Having%20a,lead%20to%20blunders%20that%20can%20have%20damaging%20consequences. Results of Poor Cross Cultural Awareness | by arman linkbuilding | Medium]
 === Honda Prelude ===
@@ Line 25: / Line 52: @@
 * < todo
+=== Parker pen ===
+* the British writing instrument maker Parker launched a slogan for its "Quink" line
+** "Avoid embarrassment -- use Quink"
+* but instead mistranslated "embarrassment":
+** "Avoid pregnancy - use Quink"
+see : [https://www.theguardian.com/media/2003/nov/17/advertising Blooper proves bum deal for Sharwoods | Advertising | The Guardian]
+=== Sharwoods' Bundh sauce ===
+* when the British firm decided to sell its curry sauces in India, it decided upon the name "Bundh"
+* the word, "bundh", however, means "ass" ("arse" in Britain) in the local Punjabi language
+** see : [https://www.theguardian.com/media/2003/nov/17/advertising Blooper proves bum deal for Sharwoods | Advertising | The Guardian]
+== Non-gaffe marketing ==
+=== Suburu marketed to lesbians ===
+* the Japanese automobile brand is known as a preferred brand for lesbians
+* the preference is a result of deliberate marketing by Suburu
+** in the 1990s the company ran demographic studies of its buyers
+*** it discovered that "female head of household" was a strong demographic
+*** so the company decided to deliberately market the vehicle to lesbians
+* see: [https://www.theatlantic.com/business/archive/2016/06/how-subarus-came-to-be-seen-as-cars-for-lesbians/488042/ How Subarus Came to Be Seen as Cars for Lesbians - The Atlantic]
+=== Sources/ articles ===
+* [https://www.cbc.ca/radio/undertheinfluence/famous-marketing-blunders-1.2801816 Famous Marketing Blunders | CBC Radio]
+* [https://www.businessinsider.com/burger-king-tweet-iwd-caused-stir-company-campaign-fails-2021-3#pepsi-1 Five Big-Brand Campaigns That Flopped, From Burger King to Pepsi (businessinsider.com)]
+* [https://www.usdatacorporation.com/blog/15-worst-marketing-blunders/ 15 Worst Marketing Blunders Of All-Time | Marketing Campaign Fails (usdatacorporation.com)]
 [[Category:Marketing]]
 [[Category:Business]]