It seems like Coca-Cola’s latest attempt to boost its sale has fallen flat on its face. Coca-Cola’s New Zealand strategy has left everyone confused AF! We understand that the beverage company is aiming to tap market potential in the Kiwi land but their attempt could have been smoother. Getting mocked online is the last thing they’d expect when trying to enter a new market! So what did Coca-cola exactly do? Well, that’s what you’re going to find out soon!
In order to impress the indigenous population, Coca-Cola’s New Zealand strategy with a twisted marketing idea eventually misfired.
It started when the company incorporated the te reo Māori language into its marketing gimmick. For the unversed, te reo Māori is the local language of the country.
Coca-Cola’s used Te reo Māori as it enjoys more prominent public use now than ever among the local population.
There are two points. First, New Zealand has one of the highest obesity rates in the developed world: 50 per cent of Māori adults and 18 per cent of Māori children.
Secondly, Coca-Cola’s New Zealand strategy misfired when it accidentally emblazoned a message translating to “Hello, death” on their vending machine! Feeling dizzy already?
Coca-Cola actually got ‘mixed up’ with Māori and English in their message. Mate means friend in English, but it translates to “death” in Māori!
Confused? The Māori phrase for “hello” and the word “mate,” is a common term of affection in New Zealand and the US. So, this failed attempt of Coca-Cola’s New Zealand strategy meant “Hello, death”!
In a world of social media, Coca-Cola’s ‘mistake’ soon spread like wildfire and netizens lost their cool! Some corrected the error while others were cynical about it. Have a look:
It’s not something to be feared. Coca-Cola comes for us all eventually.
— Ace Pugh 🎃 (@DrAcePugh) 16 October 2018
When the languages don't mix well. pic.twitter.com/3piZIoptAE
— Waikato Reo (@waikatoreo) October 14, 2018
Death in the indigenous tounge?!
Coke got an unexpected result when they mixed Māori and English, greeting death in the indigenous tounge @CNN @abcnews @Indigenouslp @abcnewsaus @bbchealth @TeKaeaOfficial Mate means death in Maori. pic.twitter.com/BEy4s7VWSG
— Waikato Reo (@waikatoreo) 14 October 2018
The actual fixer
— @filikudesignco (@FILIKU) 14 October 2018
Alternative advertising benefits?
America: “Coke Adds Life”
Aotearoa: “The truth is out there”#AlternateWorldAdvertising
— Phil D 🚫🍍🍕 (@HaggisKiwi) 14 October 2018
Totally spot on?
Or totally spot on it does mean deaths for a lot of indigenous people
— karen lindsay (@karenlindsay6) 14 October 2018
The Coca Cola company gains self awareness?
— Lulu Purda 🏳️🌈💚✊ (@LuluPurda) 14 October 2018
While Coca-Cola’s mix-up has created alot of buzz on social media, various application of Google like maps, translate etc continue to use Māori language.