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Major Marketing Mistakes

Coors put its slogan, "Turn It Loose," into Spanish,where it was read as "Suffer from diarrhea".

Scandinavian vacuum manufacturer Electrolux used thefollowing in an American campaign: Nothing sucks like an Electrolux.

Clairol introduced the "Mist Stick", a curling iron, intoGerman only to find out that "mist" is slang for manure. Not too many peoplehad use for the "manure" stick.

When Gerber started selling baby food in Africa, theyused the same packaging as in the US, with the beautiful Caucasian baby on thelabel. Later they learned that in Africa, companies routinely put pictureson the label of what's inside, since most people can't read.

Colgate introduced a toothpaste in France called Cue, thename of a notorious porno magazine.

An American T-shirt maker in Miami printed shirts for theSpanish market which promoted the Pope's visit. Instead of "I saw thePope" (el Papa), the shirts read "I saw the potato" (la papa).

Pepsi's "Come alive with the Pepsi Generation" translateinto "Pepsi brings your ancestors back from the grave", in Chinese.

Frank Perdue's chicken slogan, "it takes a strong man tomake a tender chicken" was translated into Spanish as "it takes anaroused man to make a chicken affectionate".

The Coca-Cola name in China was first read as"ke-kou-ke-la", meaning "Bite the wax tadpole" or female horse stuffed with wax",depending on the dialect. Coke then researched 40,000 characters to find a phoneticequivalent ko-kou-ko-le", translating into "happiness in the mouth".

Chevrolet had trouble selling the Nova is Spanishspeaking countries; "no va" means "no go" in Spanish. Who wants to buy a car thatwon't go?


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