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Can you think of a worse brand name for diapers?

Branding in another language is a fine art. There are so many examples of it going wrong.

One of my favorites was Coca-Cola’s first attempt at translating its brand in China, and coming up with “bite the wax tadpole” or “female horse stuffed with wax” depending on the dialect.

Subsequently, a project I did a few years back developing a brand for China required checks in over 20 dialects to ensure that there were not any Coca-Cola-like incidents.

But a lot of the time it is not the translation that is the issue, instead a lack of understanding the local slang.

Which is why the brand name for these diapers I saw in a favela in Brazil is so damn funny.

CockPit Diapers

CockPit? Really?

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Categories: branding, Communication, International Marketing

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.

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2 Comments on “Can you think of a worse brand name for diapers?”

  1. March 28, 2010 at 6:12 pm #

    Where did you get your site template, I really like it

  2. March 29, 2010 at 4:03 am #

    Its a wordpress template (www.wordpress.org)

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