Urban Legends
Pepsi in China
The Legend
When Pepsi cola tried to expand their market into China, they had a terrible time. The product was good enough, but they just couldn't get their advertising slogans to work in the Chinese market. Something seemed to get lost in translation.
In the 1950s, Pepsi's slogan was "Be sociable." This was translated as, "Be intimate." Not exactly a great message considering China's political position in the '50s. Sales actually went down instead of up.
In the '60s, Pepsi's slogan was, "Now it's Pepsi for those who think young." That was translated as, "New Pepsi is for people with the minds of children." Sales fell even further.
Not knowing what else to do, Pepsi hurriedly changed its marketing once again, but the new "Come alive with Pepsi!" slogan became "Pepsi brings your ancestors back from the dead." Noting the problem, Pepsi switched to "Come alive! You're in the Pepsi generation," but this was translated as "Resurrect! Your body will be made of Pepsi!"
At that point the company just plain gave up. They never did overcome the translation problem.
To this day, cola drink sales in China are dominated by a local brand, Bite the Wax Tadpole.
Behind the Legend
Pepsi isn't the only company that has had trouble marketing its wares in China. Consider these examples:
Company/Product |
Slogan |
Chinese Translation |
|---|---|---|
| 7up | The uncola | It's not soda |
A&W Rootbeer |
That frosty mug sensation |
Feel like your face is frozen |
Alka-Seltzer |
I can't believe I ate the whole thing! |
I don't know who ate my food! |
American Express |
Don't leave home without it |
Stay home with it |
AT&T |
Reach out and touch someone |
Violate a stranger |
| Apple computers | Think different | Go insane |
Avis |
We try harder |
We try to be hard |
| Budweiser | For all you do, this Bud's for you | All you get for your work is a beer |
Budweiser |
When you say Budweiser, you've said it all |
After Budweiser, you will not be able to speak |
Burger King |
Have it your way |
Reject the socialist ideal |
Calgon |
Calgon, take me away |
Use Calgon, be taken to prison |
Camel |
I'd walk a mile for a Camel |
A camel asked me to walk two kilometers |
Campbell's soup |
Soup is good food |
Soup is morally superior to your food |
Campbell's soup |
M'm M'm Good |
Mumble soup |
| Carls Jr. | If it doesn't get all over the place, it doesn't belong in your face | Why keep your tongue in your mouth? |
Coca-Cola |
The pause that refreshes |
Stop and rejuvenate |
Coca-Cola |
It's the real thing |
Pepsi is fake |
Coca-Cola |
Have a Coke and a smile |
Drink Coke and eat lips |
| Coca-Cola | Coke is it | Coke is all you get |
Coca-Cola |
Things go better with Coke |
The best Coke contains unspecified things |
| Coco Pops | Cuckoo for Coco Pops | If you eat Coco Pops, you are insane |
Dr Pepper |
Be a Pepper! |
Live like soda! |
| E. F. Hutton | When E. F. Hutton talks, people listen | When E. F. Hutton talks, you are spied upon |
Energizer |
It keeps going, and going, and going |
This commercial will never end |
| FedEx | When it absolutely has to get there overnight | For when it can wait until tomorrow |
Florida orange juice |
A day without orange juice is like a day without sunshine |
Drink orange juice or go blind |
| Ford | Quality is job one | We were concerned about quality in a previous job |
| Fox news | Fair and balanced | Acceptable and not about to tip over |
General Electric |
We bring good things to life |
We bring your ancestors back from the dead, too |
Goodyear |
The best tires in the world have Goodyear written all over them |
Someone has been writing on your car |
| Intel | Intel inside | You have eaten Intel |
Kentucky Fried Chicken |
Finger-lickin' good |
Tastes like human fingers |
Lay's potato chips |
Betcha can't eat just one |
You can not even eat one |
M&Ms |
The milk chocolate melts in your mouth, not in your hand |
This chocolate goes to pieces in your head |
Marlboro |
Come to Marlboro Country |
Leave China |
Maxwell House coffee |
Good to the last drop |
Enjoyable until you fall over |
Maytag |
Our repairmen are the loneliest guys in town |
Nobody likes our repair workers |
McDonalds |
You deserve a break today |
You deserve to be beaten |
McDonalds |
Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun |
Two complete cow patties, common sauce, cabbage, fermented milk, cucumber, roots, on a steamed bun. |
McDonalds |
Billions and billions served |
Tastes so good cats ask for it by name |
Meow Mix cat food |
Tastes so good cats ask for it by name |
Billions and billions served |
| Memorex | Is it live, or is it Memorex? | If it's not alive, it is Memorex |
Milk |
Got milk? |
Have you stolen a cow? |
Nike |
Just do it! |
Have sex! |
Paul Masson wines |
We will sell no wine before its time |
We do not sell wine before the store opens |
Philip Morris |
Call for Philip Morris! |
Shout for cigarettes! |
| Raid | Kills bugs dead | Eliminates government listening devices |
| Rice Krispies | Snap, crackle, and pop | Break, crush, and explode |
Rolaids |
How do you spell relief? R-O-L-A-I-D-S |
How does an American calligraphist draw relief? R-O-L-A-I-D-S |
Sara Lee |
Nobody doesn't like Sara Lee |
Sara Lee is a woman of easy virtue |
Sprite |
Obey Your Thirst |
You are commanded to drink |
Taco Bell |
Head for the border |
Defect! |
| Timex | It takes a licking and keeps on ticking | Lick it like it is a bomb |
| Toni | Which twin has the Toni? | Who stole the Toni? |
United Negro College Fund |
A mind is a terrible thing to waste |
We waste our advertising money looking for negros in China |
Virginia Slims |
You've come a long way, baby |
Your baby has wandered away |
| Visa | It's everywhere you want to be | It's only in places you can't go |
| Volvo | Fahrvergnügen | ???? |
Wheaties |
Breakfast of champions |
Breakfast of Mao |
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