This past spring, Target lunched a unique ad campaign that involved using untranslatable Spanish phrases to connect with Hispanic consumers. Many Hispanic consumers, particularly Millennials, embrace both English and Spanish as part of a bicultural reality. This add embraced that experience by connecting with Hispanic consumers in a more personal way.
In March of 2015, Target launched its '#SinTraducción' campaign, which involves a series of ads peppered with untranslatable Spanish phrases. The words chosen were those that captured traditions, emotions and moments that are treasured by Hispanic consumers. Some phrases included 'Estrenar,' which refers to the act of using something for the first time and 'Arrullo,' which is the Spanish term for lullaby. These terms not only connected with Hispanic customers on a more personal level, but they also acknowledged the bicultural reality that many young Hispanic consumers experience on a daily basis.
What's Driving This Trend
- Bicultural Advertising
- Opportunity for businesses to connect with bicultural consumers by incorporating elements from multiple cultures in their advertisements.
- Untranslatable Phrases
- Chance for companies to utilize untranslatable phrases to create a sense of authenticity and connection with specific target audiences.
- Embracing Multilingualism
- Trend of integrating multiple languages into advertising campaigns to appeal to a diverse consumer base.
Who This Affects Most
- Retail
- Retailers can use bicultural advertising techniques to connect with diverse customer groups and build stronger brand loyalty.
- Marketing
- Marketers can harness the power of untranslatable phrases to create memorable and culturally relevant campaigns that resonate with specific demographic segments.
- Consumer Goods
- Consumer goods companies can tap into the trend of embracing multilingualism to reach a broader audience and increase market share.
