Czech EU slogan hits a sour note

In September 2008 the Czech Republic government unveiled its campaign to raise awareness of the country's Presidency of the European Union in 2009. The campaign revolves around the sugar cube - a Czech invention - and includes a seemingly innocent slogan. But the phrase is highly ambiguous in Czech, and has left critics wondering what the government is trying to say.

The main slogan of the campaign is 'We will make it sweet for Europe' (Evropě to osladíme) is untranslatable and its main meaning is to give Europe a hard time. When asked if the slogan is meant to be provoking, PM Topolánek did not exclude the possibility but stressed it should be understood mainly in a positive way.

A revised logo and theme (Europe without barriers) were launched in November 2008.

• Primary Source

Czech Republic, 4.9.08: Czech EU presidency campaign: sweet experience for EU http://www.czech.cz/en/news/domestic-news/czech-eu-presidency-campaign-sweet-experience-for-eu/

Website: Czech Republic: Government: EU activities http://www.vlada.cz/en/evropske-zalezitosti/default.htm

Czech Republic: Government: Czech EU Presidency 2009. Questions and Answers http://www.mfcr.cz/cps/rde/xbcr/mfcr/Info_cz_pres_en.pdf

EurActiv, 20.11.08: ‘EU trio’ concept gains weight amid Czech Presidency doubts http://www.euractiv.com/priorities/eu-trio-concept-gains-weight-ami-news-220895

Deutsche Welle, 7.9.08: Czechs Stick It to the EU with Sugary Video http://www.dw-world.de/dw/article/0,2144,3624968,00.html

EurActiv, 14.11.08: Czechs dilute EU presidency message, logo http://www.euractiv.com/priorities/czechs-dilute-eu-presidency-mess-news-220746

Czech Republic: EU Presidency 2009 website http://www.eu2009.cz/

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