international cultures Coca-Cola had to withdraw its two- liter bottle from Spain few Spanish refrigerators can hold a bottle that large General Foods squandered millions trying to sell the Japanese cake mixes. Oops only 3% of Japanese kitchens have ovens Hallmark cards wouldnt sell in France sending a card with a printed message instead of a handwritten one is a grave breach of etiquette in France General Foods Tang wouldnt sell in France General Foods marketed it as a substitute for orange juice; the French drink little orange juice and almost none at breakfast Esso gasoline wont sell in Japan Esso in Japanese phonetically means stalled car. A Chinese textile company tried to sell Pansy brand mens underwear in the United States; the attempt failed Attempts to market the Mist Schtick hair dryer in Germany failed Mist in German means manure in English Pet evaporated milk didnt sell in France; pet in the French language is a vulgarism corresponding to fart in English S. C. Johnsons wax floor polish failed in Japan; the marketing executives forgot, or never knew, that Japanese dont wear shoes in the house GMs tag line body by Fisher became corpse by Fisher in the Flemish language Pepsodents toothpaste slogan Youll wonder where the yellow went didnt work in Southeast Asia; there, brown teeth are a status symbol proclaiming Im rich enough and sophisticated enough to enjoy chewing betel nuts. Coors beer slogan, Get loose with Coors became Get diarrhea with Coors in Spanish when the company rushed over-hastily into the Hispanic marketplace The Perdue slogan It Takes a Tough Man to Make a Tender Chicken became It Takes a Sexually Excited Man to Make a Chick Affectionate. Oops. Advertisers for the Chevy Nova wondered why the cars didnt sell well in Mexico and Latin America. To their embarrassment, they realized that No va in Spanish means does not go.