她说,这表明这家跨国公司压根没有花时间做调查,或者咨询当地人。
"There is a growing trend among international companies to try and reflect local culture in their marketing. Done well it is awesome - done poorly - it is a major risk," she said.
她说:“越来越多的跨国公司想在市场营销中体现出当地文化,这事儿做好了效果会很棒,一旦做不好,风险也很大。”
哈卡舞 "The blunder is even greater because 'mate' is such a well-known Maori word because it is in our most well-known haka – which has been seen all over the world."
“‘mate’是非常有名的一个毛利语单词,因为它出现在最著名的毛利族战舞哈卡舞当中,在全球广为流传,所以可口可乐闹出的这个乌龙也显得更严重了。”
在最近的一波关于全球肥胖趋势的讨论中,生产碳酸饮料、高糖高热量食品的这些大公司被作为声讨的对象。今年以来,新西兰的公共媒体上也时常出现应当紧随英国的脚步开征含糖税的呼吁。
可口可乐的这次“口误”因而被调侃为一次难得的“不打自招”。
New Zealand has one of the highest rates of obesity in the developed world with one in three adult New Zealanders classified as obese.
新西兰在发达国家中肥胖率最高,三分之一的成年人被列为肥胖。
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