In Romanian, derived from French and the older Latin – “pilos” means hairy. Who would want that in a dairy product? And the marketers could find this information with the minimum naming research. So why try to enter the Romanian market with such a stupid approach? Why cut your strings from the beginning of the show, when there are brands that use a lot of different naming approaches to pet different markets?
Take the great example from ALGIDA. The same ice-cream as Langnese/Wall’s is sold under different names around the world:
Algida (Albania, Kosovo, Greece, Italy, Poland, Romania, Russia, Czech Republic, Slovakia, Turkey, Hungary, Croatia)
Bresler (Chile)
Eskimo (Slovenia, Croatia, Austria)
Frigo (Spain)
Frisko (Denmark)
GB Glace (Finland and Sweden)
Glidat Strauss (גלידת שטראוס) Short: Strauss (שטראוס) (Israel)
Good Humor (Canada USA)
HB (Ireland)
Holanda (Mexico and Latin America)
Kibon (Brazil)
Langnese (Germany)
Miko (France, Morocco)
Ola (Belgium, Luxembourg, Netherlands and South-Africa)
Olá (Portugal)
Pierrot Lusso, Short: Lusso (Switzerland)
Pingüino (Ecuador)
Selecta (Philippines)
Streets (Australia, New Zealand)
Tio Rico (Venezuela)
Wall’s (Indonesia, United Kingdom, Hong Kong, Pakistan, Lebanon, Singapore, Thailand and Maldives)
Kwality Wall’s (India)
And that’s only the first example which came into my mind.
