It’s important to research your product name in the market you want to break into. Even if a certain word doesn’t “look” offensive, sometimes the way it is pronounced can give it a whole new meaning.
When Vicks first introduced its cough drops to the German market, they were embarrassed to learn that the Germans pronounce “v” as “f” – and “ficken” is a crude term for “have sex” in German.
In the 90s, a mineral water called “Blue Water” was launched in Russia. But when Russians said the English name aloud, it sounded very like “блевота” (pronounced “blevOta”) – slang for “vomit”.
So they changed the name to “Water Blue” – a simple solution, but one that sounds much more appealing.Tweet