“People around me say that I’m a little bit stupid,” says the self-description of the new Fukushima Industries mascot on their website. But maybe the ones in marketing who named the mascot are the ones who aren’t really thinking straight as they decided on using the name “Fukuppy” to nickname their winged egg creation.
While Fukuppy sounds like a cute name when pronounced properly (“foo-koo-pii”) in Japan, English-speaking readers and speakers are finding it hilarious, since it sounds like a nickname for a clumsy puppy or something you say to someone in a fit of anger. (you know the one that rhymes with duck) The name actually comes from the company name and was an attempt to put a face to a company that produces industrial refrigerators, blast chillers, freezers and refrigerated showcases. They were also trying to somehow salvage the reputation of the company, as the word “Fukushima” has been associated with the nuclear meltdown of 2011 and the ongoing clean-up “fukuppies”, errr, we mean slip-ups.
Unfortunately, their campaign has led to even more ridicule for the company. The nickname is now being used to refer to the very thing they were trying to deflect: the Fukushima Daiichi nuclear plant fiasco. Netizens have been having a field day making fun of the cute egg-shaped mascot who refers to itself as a curious creature with a strong sense of justice, who spends its day flying around supermarket showcases and kitchen refrigerators. Now if only their copywriters put enough effort into coming up with a better name for the mascot, then this would have been a cooler campaign, instead of a social media laughingstock.
[ via Quartz ]