Lost in translation

Names mean nothing – they’re just arbitrary labels, and yet sometimes they have quite profound meaning. How many times have we heard tales of product branding that doesn’t quite say what was meant? Who can forget the classic slogan Nothing sucks like an Electrolux?

And when learning of a marketing exec who signed off the translation into Spanish of It takes a tough man to make a tender chicken for chicken company Frank Perdue, who didn’t giggle at the resulting It takes a sexually stimulated man to make a chicken affectionate?

Now I’d be genuinely upset if anyone ever accused me of homophobia, and I’m far from being averse to the idea of a little back-door action, but Dear Lelo, I’m not entirely sure I taken by the idea of Hugo, Bruno, Loki or Billy up my bum.

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