Topo Chico: Transcreation.

Challenge

When translating brand slogans, a literal translation is rarely an option, and transcreation is the way to go. Transcreation (translation + creation) is the process of creating a new text based on the source to maintain the original message and make its meaning culturally appropriate for the target market. A recent example of LOTE's work in this space is a new global campaign for Topo Chico Hard Seltzer, a Coca-Cola brand.

Our client, Topo Chico, wanted to see how the proposed slogan would translate into different languages, including French, Italian, Mandarin, Spanish and Japanese. A key requirement, of course, was to preserve the brand's authenticity and original idea.

Solution

LOTE collaborated with a team of native translators, who helped to adapt the slogan to the target languages and cultures while preserving the brand's authenticity and the original idea.

One of the main concerns was to adapt an "individualism-focused" message ("to your own rhythm") to cultures that are deemed to have a more collectivist nature.

A literal translation of the tagline "to your own rhythm" doesn't fully resonate with the Japanese reader, because Japanese culture values collectivism. A literal translation wouldn't convey the message of musical tempo and liberation.

The Japanese translators had several discussions, and analysed the translation of "your". The translations "anata no" and "kimi no" were an option, but would be a bit stiff and/or male-centric.

Then we finally arrived at "jibun no" which perfectly conveyed individual authenticity and a sense of liberation. Translated back into English, "to the rhythm of oneself" emphasises that the target audience is in charge. It implies that they take action based on their own rhythm. It also brings a sense of dancing and enjoyment.

Impact

This considered approach and attention to detail ensures that messaging is appropriate and effective in engaging the target communities whilst keeping true to the original idea and the brand.

Demonstrates experience in:

• Transcreation

• Community testing

• Cultural insights