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[FOOD] BUBU LUBU and the Art of Befuddlement
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[FOOD] BUBU LUBU and the Art of Befuddlement

July 10th, 2008 · 2 Comments

bubu lubu 1

I’m a sucker for exotic or interesting looking foods. Especially when they are strategically placed near the cash register and my clerk is taking too long to ring up my items. So, naturally I gravitated toward the engima that is BUBU LUBU. After cracking in to the candy it was actually not that exciting…just a combo of marshmallow and strawberry jelly. Kind of gross, actually. But I digress…The point of this post is to discuss the issue of design translation between cultures. This piece of candy was imported from Mexico, where perhaps the Bubu Lubu name carries a more familiar meaning.

Many companies change the names, features, shapes of products and even the colors of the logos for different markets as part of an emerging field called “ethnography”. What happens to a brand when it crosses international borders? How is it perceived? How is the image damaged? You don’t care? Well, maybe I shouldn’t either - the BUBU LUBU method worked on me.

bubu lubu 2          bubu lubu 3          bubu lubu 4

Tags: Food


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2 responses so far ↓

  • 1 maw // Jul 17, 2008 at 9:17 pm

    The candy must not be that obscure it even has its own Wikipedia page and 5860 entries on a Google search.

    http://en.wikipedia.org/wiki/Bubu_Lubu

    I’m a sucker for any thing dipped in chocolate also.

  • 2 Tania // Aug 9, 2008 at 1:20 pm

    Two examples:
    1. Got milk? campaign: translated directly into Spanish, is “Tiene leche?” However, when saying this, you are actually asking someone (presumably a woman) if they are lactating.

    2. Chevy Nova didn’t work so well in Spanish-speaking countries. Nova in Spanish (No va) = “It doesn’t go.” Not a good slogan for a car.

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