How do brands large and small create advertising and marketing campaigns that work just as well in Japan as they do in the UK? When the audiences you’re addressing vary so widely, “one size fits all” marketing just won’t do. Transcreation is the process of recreating and adapting advertising and marketing messages to appeal to audiences around the world, taking into account linguistic and cultural differences.
Rather than duplicating the original content in another language, transcreation focuses on recreating the same emotional appeals and impact. In the process, content and imagery may be completely redone, from the ground up.
For more, see “What is Transcreation?”
Curious about how it all works in the wild? Here are five transcreation examples to study and learn from:
How Red Bull stands out in Chinese shops
The success of Red Bull energy drinks is a testament to the power of marketing and advertising. Think about it- it tastes like watered-down cough syrup. It has less caffeine than plain coffee. Why do people buy it?
Well, Red Bull’s advertising isn’t selling foul-tasting, caffeinated sugar water. It’s selling an image. Want to be the type of person that does extraordinary things? Want to be larger than life? Buy a Red Bull- it gives you wings!
When it came time to expand into China, Red Bull made several adjustments to both the product and its packaging to ensure that the appeal of its original marketing didn’t get lost in translation.
For example, in China, Red Bull is not carbonated. And they offer a version of the beverage in red, gold and black can, a colour scheme that signals, luck, wealth and good fortune to Chinese consumers. Read more