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.
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