No more need to bottle up your multilingual dreams

While HSBC prides itself on its worldwide local knowledge, poster ads and television commercials aren’t the sort of thing a traveller can pop in his pocket. Gifts company Special EFX has come up with a much more practical way of ensuring that, when in Rome, travellers are able to do as the Romans do.

Its new Cheers bottle-opener contains a rotating dial upon which are printed drinking toasts from 16 countries. The thirsty owner will therefore know that, when he raises his glass in Finland, he should exclaim “Kippis!”; and were he to find himself sipping ouzo on a Piraeus quayside, he could do worse than to cry “Jamas!” (though not, of course, in Israel).

The invention comes not a moment too soon for the Diary – which has been unable to return to Japan since offering a genial “Chin chin” to Junichiro Koizumi at the 2000 G8 summit in Okinawa – but a pronunciation guide would be handy. Although the Polish salutation “Na zdrowie!” is a phrase many readers have no doubt uttered after a couple too many, saying it on purpose is another matter entirely.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here