{"id":2260,"date":"2019-10-04T16:01:21","date_gmt":"2019-10-04T14:01:21","guid":{"rendered":"https:\/\/www.eurotrad.com\/blog\/most-famous-examples-transcreation-history-of-advertising\/"},"modified":"2025-05-28T11:53:45","modified_gmt":"2025-05-28T09:53:45","slug":"most-famous-examples-transcreation-history-of-advertising","status":"publish","type":"post","link":"https:\/\/www.eurotrad.com\/en\/magazine\/most-famous-examples-transcreation-history-of-advertising\/","title":{"rendered":"The most famous examples of transcreation in the history of advertising"},"content":{"rendered":"<p>Transcreation is a real art, and those tasked with transcreation must ensure that the\u00a0<strong>translated<\/strong>\u00a0<strong>advertising slogan is just as effective in one language as another<\/strong>, while also maintaining the same\u00a0<strong>rhythmic and linguistic features<\/strong>\u00a0as the original slogan. Sometimes, this attempt fails miserably, but occasionally, a translator is hit with a real stroke of genius that\u2019s destined to remain engraved in the minds of consumers and in the history of international advertising translation forever. Let\u2019s take a look at a few of the most famous examples.<\/p>\n<h2>Famous examples of effective slogan translations<\/h2>\n<p>Transcreation is all about conveying both the meaning and musicality of an advertising slogan in another language. Often, it\u2019s an incredibly difficult task, but opting to translate a catchy phrase literally can result in a slogan that\u2019s entirely unsuitable for the target advertising context. This is where the translator\u2019s ingenuity comes into play, who must essentially come up with a<strong>\u00a0creative translation<\/strong>\u00a0that either matches or exceeds the original slogan.<\/p>\n<h2>1 \u2013 Swiffer<\/h2>\n<p>The original Procter &amp; Gamble cleaning product slogan went as follows:<strong>\u00a0\u201cWhen Swiffer\u2019s the one, consider it done.\u201d<\/strong><\/p>\n<p>This slogan worked well because it marketed the product\u2019s cleaning power using\u00a0<strong>rhyming couplets<\/strong>, which is a huge plus for an advertising campaign.<\/p>\n<p>The Italian creative translation, devised by\u00a0<strong>Marco Leali\u00a0<\/strong>went as follows:\u00a0<strong>\u00a0<\/strong><strong>\u201cLa polvere non dura, perch\u00e9 Swiffer la cattura.\u201d<\/strong>\u00a0And while the\u00a0<strong>product name\u00a0<\/strong>was shifted to the second part of the sentence, the Italian translation successfully recreated the rhyming couplet and arguably improved the original slogan\u2019s effectiveness by describing how the product also \u201ccatches\u201d dust.<\/p>\n<h2>2 \u2013 Haribo<\/h2>\n<p>Haribo\u2019s famous gummy bears are actually German. And the original German slogan went as follows: \u201c<strong>Haribo macht Kinder froh, und Erwachsene ebenso<\/strong>,\u201d which literally means, \u201cHaribo makes children happy, and adults too.\u201d<\/p>\n<p>Although it might be a clear, winning concept from an advertising point of view, the slogan left translators all over the world scratching their heads. In Italy, the slogan was brilliantly transcreated into the following masterpiece\u00a0<strong>\u201cHaribo \u00e8 la bont\u00e0 che si gusta ad ogni et\u00e0,\u201d<\/strong>\u00a0(lit. Haribo is a treat to be enjoyed at any age). Italians reading this article will have undoubtedly hummed along to the advertising jingle. A perfect feat of transcreation.<\/p>\n<h2>3 \u2013 Esso<\/h2>\n<p>This particular creative translation made history in the international marketing sector: it is in fact a slogan dating back to<strong>\u00a01959<\/strong>\u00a0and one that is still regularly quoted. At the time, Esso fuel was advertised with the strapline:<strong>\u00a0\u201cPut a Tiger in Your Tank.\u201d<\/strong><\/p>\n<p>The company wanted to stick with a fairly literal translation, which would have resulted in \u201ctank\u201d being translated as \u201cserbatoio\u201d in Italian, but in the end, the translator went down a different route, and the slogan developed for the Italian market was in fact \u201c<strong>Put a tiger in your engine.\u201d<\/strong><\/p>\n<p>The translator decided to take this particular liberty because, in addition to sounding much catchier, the word \u201cengine\u201d (or motore in Italian) contained an \u201cor\u201d sound, which sounded like the\u00a0<strong>roar of an engine\u00a0<\/strong>and, thanks to the letters T and R, also created alliteration with the word Tigre. Not bad, eh?<\/p>\n<p>Even the grammatical error was intentional. The word tiger is actually a feminine noun, rather than a masculine one, but at the time, cars were still \u201ca man\u2019s affair\u201d and nobody wanted to put something girly in their car. The poetic license of the Italian advertisers working for Esso essentially improved the slogan\u2019s musicality, perfectly adapting it to the (somewhat backward) socio-cultural context of the time.<\/p>\n<h2>4 \u2013 Mac Donald\u2019s<\/h2>\n<p>The powerful American fast food chain\u2019s slogan is:<strong>\u00a0\u201cI\u2019m Loving It.\u201d<\/strong><\/p>\n<p>The problem when translating this slogan comes down to one word: \u201clove,\u201d which is not used with quite the same ease in other countries as it is in the USA. While someone from the United States might nonchalantly proclaim that they \u201clove\u201d their car, in some countries, the word \u201clove\u201d cannot even be spoken aloud, as is the case in China.<\/p>\n<p>Due to a similar problem, Spanish advertisers decided to translate the slogan with<strong>\u00a0\u201cMe encanta!\u201d\u00a0<\/strong>that is, with a somewhat gentler \u201cI like it\u201d. And in Italy? We gave in and kept the original slogan!<\/p>\n<p>As we\u2019ve just mentioned, creative translation is a very delicate task, and the gap between an unacceptable translation and a brilliant one is often very small. That\u2019s why at<strong>\u00a0Eurotrad,\u00a0<\/strong>we rely on<strong>\u00a0translators specialised in marketing<\/strong>, who are incredibly skilled in the art of\u00a0<a href=\"https:\/\/www.eurotrad.com\/en\/transcreation-service\/\">transcreation<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Transcreation is a real art, and those tasked with transcreation must ensure that the\u00a0translated\u00a0advertising slogan is just as effective in one language as another, while also maintaining the same\u00a0rhythmic and linguistic features\u00a0as the original slogan. Let\u2019s take a look at a few of the most famous examples.<\/p>\n","protected":false},"author":3,"featured_media":684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Famous examples of transcreation | Eurotrad<\/title>\n<meta name=\"description\" content=\"Transcreation is key to an effective advertising campaign, and a few translated slogans have been so successful, they\u2019ve made history: ready to find out which ones?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eurotrad.com\/en\/magazine\/most-famous-examples-transcreation-history-of-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Famous examples of transcreation | Eurotrad\" \/>\n<meta property=\"og:description\" content=\"Transcreation is key to an effective advertising campaign, and a few translated slogans have been so successful, they\u2019ve made history: ready to find out which ones?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eurotrad.com\/en\/magazine\/most-famous-examples-transcreation-history-of-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Eurotrad: Agenzia di Traduzioni\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-04T14:01:21+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-28T09:53:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eurotrad.com\/wp-content\/uploads\/transcreation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"543\" \/>\n\t<meta property=\"og:image:height\" 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