The barbecue’s success does not stay unnoticed. Old Amsterdam, a well know cheese manufacturer, starts the print campaign “Win a Black bastard BBQ”, in order to promote the use of its cheese on hamburgers. As an international company, Old Amsterdam encountered a lot of negative responses to this campaign due to the obvious meaning of Black Bastard, which is insulting. In response to this Old Amsterdam had decided to cease use of the name and speak of “a barbecue” only in her ads. This story reminds us of the introduction of SHAG beer in Australia and the Chevrolet Nova in Latin America. Our advice therefore is to always check whether or not your new trademark may have a meaning in another language.
