ADVERTISING   |   POSTED ON 23.11.2012

A brand message that could make it or break it

Electrolux, which is a Swedish white goods company, once used a catchy tagline “Nothing sucks like an Electrolux”. It obviously had a good effect in promoting their vacuum cleaner across Europe but when they used the same advertisement in the US, the meaning of ‘sucks’ was misinterpreted. When a company talks about their brand, they must be very careful and consider the market they are communicating to, especially if they are reaching out to countries with different cultures.

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