Roger Axtell, author of The Do’s and Taboos of International Trade series, once served as vice president of worldwide marketing for The Parker Pen Company. Later, while a special adviser to the governor of Wisconsin, Axtell reported that Parker’s trademark Jotter pen had to be renamed before it could be sold in parts of Latin America where the word “jotter” means athletic supporter.
Source: White, Michael. A Short Course in International Marketing Blunders: Mistakes Made by Companies That Should Have Known Better. Novato, CA: World Trade, 2002. Print.