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?

Like this article?

Please make a donation to help keep this site ad-free.

Tags: , , , , , , , ,

Categories: branding, Communication, International Marketing


Follow Innovate or Die to be notified of innovator news and interviews

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 (

%d bloggers like this: