Failure of PEPSI launch advertising in Taiwan.

Student number : 327848

Failure of PEPSI launch advertising in Taiwan.

Introduction to Pepsi Co :

Pepsi Co is today a multi-national American company specializing in multi-category agribusiness, which operates in 4 different food sectors: Beverages, fruit juices, chips, cereals. It is present in more than 160 countries and its catalog of products and very largue and diversifies. With a turnover of 56,532,232 k € in 2018.

• Decentralized organization :

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• Mission :

« To provide convenient and economical consumer food and beverages products We provide financial rewards to our investors as well as our employees and community. Every thing we do is with honesty, integrity and fairness. »^[1]

• Vision :

« Our vision is to provide environment friendly products to our stakeholders. To provide best return to our shareholders for their investments & also making such policies which create positive impact in the social and economic lives of our employees, customers and community. »^[2]

Original : "Come alive with Pepsi !"

Translation in Chinese: "Pepsi bring your ancestors back from the dead!"

Internationalization is not an easy thing to penetrate new markets and reach new consumers, which are the goals of all major brands that already have a reputation in his country and it is to relax the borders, but it is necessary to First, make a diagnosis of cultural barriers and more specifically the language and customs of consumption. What Pepsi obviously did not do when she decided to settle in Taiwan.

  The century-old PepsiCo brand wanted to enter the Taiwan market, which before international giants such as Coca-Cola or Pepsi-Cola could not enter, was monopolized for more than 60 years by a local soda company named Hey Song. a luxury and, as a result, often considered as festive drinks, sold at a price of 2 Taiwan dollars per bottle, one third of the average daily wage.

At that time, the global slogan of the drinks brand was "Live with the Pepsi Generation," when Pepsico announced Pepsi in Taiwan with the same slogan translated into Chinese as "Pepsi brings your ancestors back from the dead."

This well-known pepsi slogan has just been clear and well received and has been pushing people to participate in the "pepsi generation" movement. did not have the same success in Taiwan due to this translation error which because of the failure of the launch advertising of pepsi also causing several difficulties to its installation and its success in Taiwan.

How could Pepsi avoid that?

pepsi has already made several mistakes and also made some dubious choices on the launch of certain products that were concluded by a failure.

This error could easily have been avoided if he had had a real research work on Taiwan's culture and its inhabitants as well as their beliefs whether religious or not secondly the word-for-word translation known to be not accurate and sometimes the meaning of the sentences that are translated completely changes, so if the slogan had been checked thoroughly by a translator or at least one person speaking Chinese they would have avoided this disaster that showed that the brand Pepsi is very head in the air and this can decrease consumer confidence in this business.

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