Communication is a vital step in the customer acquisition process. Promotion of the product is done effectively through advertisement strategies. Pampers first faced their first issue with their communication strategy when an advertisement lost translation to Japanese consumers. They introduced an advertisement that has done well in the U.S. markets, an animated stork delivering Pampers diapers to a happy home. The ad captured the relief of parents eager to be done with messy cloth diapers. This commercial success relies on consumer awareness of the meaning behind the stork, this failed to cross the mind of the executives at Pampers. P&G was correct about the fact that consumers in Japan want diapers, but they were wrong about the delivery. Once confronted by the advertisement consumers wondered about the representation of the stork. They were confused as to why a bird was delivering disposable diapers. They further explored alternative replacements for the stork that would create a connection with consumers in Japan, which was giant peaches. In Japan, a 14th-century country fable has it that babies arrive in giant peaches, floating peacefully along rivers and streams to deserving parents, they view storks as scary.
Another instance that demonstrates how improper advertisement communication can cause repercussions is Audi’s China Commercial. This commercial depicts two individuals standing at the altar ready for their big day, suddenly the mother-in-law inspects the bride all around. Eventually, the mother-in-law turns around to walk back and turns to give the “Okay sign ” then transitions to a red Audi flying along an empty highway with a man’s voice saying “An important decision must be made carefully”. This drew outcry as the comparison of women to vehicles outraged all communities. Many criticized the commercial as being sexist and disgusting, many called for the company to apologize while others encouraged a boycott. Audi’s lack of proper recognition of the improper comparison of a woman to a car led to the backlash that was appropriately targeted toward them.
https://www.sfgate.com/opinion/article/Ad-campaigns-that-go-wrong-2732693.php
One reply on “How lost Communication leads to Failure: Pampers & Audi”
Hi Saba, wow this blog post was so intriguing. I cannot believe in 2023 there are still sexist and outdated ads from prominent companies being released!