Nothing Sucks Like Electrolux

In class last week I was talking with students about how branding sometimes goes wrong. An example was the ‘Nothing Sucks Like Electrolux’ slogan which was an example of bad timing. The slogan came out just as the word ‘suck’ came to have an additional meaning. Another one was that one name often cannot be used internationally. An example of this was H and M’s skinny jeans style that was called Sliq. A good name you probably think.  Until you see the label that was used in Sweden – Fit Sliq. Nope. Why? Because the first word means female genitalia in Swedish and the second one means lick in Swedish.

This lovely blog deals with those very things and is well worth a read

Author: Janet Carr

Fashion, beauty and animal loving language consultant from South Africa living in Stockholm, Sweden.

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