Classroom Talking Point: Intercultural Communication Gone Wrong

Coca-Cola Apologizes for Offensive Bottle Cap Message” reports the story of an Edmonton, Alberta, woman who opened her bottle of vitamin water and discovered a French word printed on the cap that, when read as an English word, means something terribly offensive. Coca-Cola had printed both French and English words on bottle caps as part of a promotional campaign. Coca-Cola has apologized and discontinued the promotion.

While the story itself is interesting, more interesting to me is the commentary after the article, particularly the many comments wondering why the language is offensive. News stories such as this provide discussion points for our business communication classes:

  • Why was this woman offended? What is it about the language that makes it offensive?
  • How would you respond to commenters who question why the language in the bottle cap is problematic? Are people who submitted comments overreacting? Underreacting? Appropriately reacting?
  • What if the word disparaged race, religion, or sexual orientation? Do you think people would have commented differently?
  • Did Coca-Cola react appropriately? Should Coca-Cola have done anything differently in addressing the issue?

While it is unfortunate that the incident happened at all, it does present us with a great opportunity to help our students become more sensitive and respectful business people.

On another note…Today is National Punctuation Day. Enjoy!

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