In a world where people speak over 7,000 different languages, translating from one language to another is a challenge. But when it’s done wrong, it can lead to some hilarious mistakes that go viral online. These “localization fails” teach us important lessons about localization—adapting content to fit the culture and language of a specific place.
Let’s take a look at some famous translation fails, why they happened, and the lessons they provide.
What is Localization?
Before we dive into the translation disasters, let’s understand what localization means. Localization is more than just translating words. It’s about changing content, products, or even ads to fit the cultural and language needs of a local audience. It’s not just about getting the words right, but also making sure the message makes sense in a cultural context.
For example, a phrase that works well in English may not work in Chinese or Spanish if it’s translated word for word. Localization helps to avoid those awkward moments when things don’t translate properly. Without it, companies can run into embarrassing (and often funny) problems.
Famous Localization Fails
1. Pepsi’s Chinese Translation Fail
Pepsi once tried to introduce their famous slogan, “Come alive with the Pepsi Generation,” into China. But something got lost in translation. The Chinese version of the slogan ended up meaning, “Pepsi brings your ancestors back from the dead.” As you can imagine, this wasn’t well-received in a culture that deeply respects its ancestors.
Lesson: Simply translating words isn’t enough. Companies need to understand the cultural meaning behind the words and how they’ll be interpreted by the audience.
2. Coors Beer and Their “Sweat” Problem
Coors, a popular American beer brand, learned this lesson the hard way. Their slogan “Turn it loose,” which in English was meant to suggest relaxation, was translated into Spanish as “Suffer from diarrhea.” That’s not exactly a message you want associated with your beverage!
Lesson: Colloquialisms, or slang expressions, don’t always work across languages. It’s important to avoid using phrases that have very specific meanings in one language but could be misunderstood or sound awkward in another.
3. Electrolux’s Vacuum Slogan
A Swedish vacuum cleaner company, Electrolux, tried to break into the U.S. market with a slogan that made sense in Europe but raised eyebrows in America. Their slogan was, “Nothing sucks like an Electrolux.” While the phrase made sense in British English, where “suck” refers to a vacuum’s cleaning power, in American English, “sucks” also means something is bad. This made it sound like Electrolux vacuums were terrible!
Lesson: Words can have different meanings in different dialects of the same language. Always double-check that a phrase translates well, even if it’s the same language.
4. KFC’s Finger Lickin’ Good Mistake
KFC’s famous slogan, “Finger-lickin’ good,” is loved by fried chicken fans across the world. However, when the company entered the Chinese market, the slogan was translated to mean, “Eat your fingers off.” While this mistake didn’t ruin KFC’s success in China, it did get a lot of laughs and made the company rethink its translation process.
Lesson: Idioms and catchy phrases that work in one language may not work in another. It’s important to find a translation that keeps the original fun meaning but makes sense to local consumers.
Why Do These Localization Fails Go Viral?
Translation fails go viral for a simple reason: they’re funny! When people see a company make a mistake that changes the meaning of a message in an unexpected way, it’s entertaining. In a world full of social media, these errors spread quickly as people share the laughable blunders with their friends.
These fails also go viral because they show how tricky it is to bridge different cultures. They remind us that what works in one place won’t always work in another, and they serve as cautionary tales for companies aiming to expand globally.
How Companies Can Avoid Localization Fails
So, how can companies prevent their marketing campaigns from turning into a worldwide joke? The key is good localization. Here are a few tips:
1. Hire Native Speakers
Professional translators who are native speakers of the language can help avoid embarrassing mistakes. They not only know the language but understand the culture and what people will expect from a brand’s message.
2. Test Your Translation
Before launching a new product or marketing campaign, it’s important to test the translation with a small group of locals. This helps ensure that the message makes sense and isn’t offensive or confusing.
3. Adapt for Culture
Localization isn’t just about language. It’s about cultural differences too. What’s funny in one culture may be offensive in another. It’s crucial to consider customs, beliefs, and traditions before finalizing a marketing message.
4. Avoid Word-for-Word Translations
As we’ve seen with the examples of KFC, Coors, and Pepsi, translating a phrase word for word often leads to disaster. Instead, companies should focus on the meaning and intent behind the message and find a way to express that in the target language.
Conclusion: Lessons in Localization
Translation fails are funny, but they can also be costly for companies trying to expand into new markets. These viral mistakes show how important it is to not only translate words but to also localize a message. By learning from these famous errors and taking the right steps, businesses can avoid turning into the next viral meme and instead successfully communicate with people from different cultures around the world.
So, whether you’re a big brand like Pepsi or just someone learning a new language, remember: it’s not just what you say, but how you say it that matters.