{"id":7538,"date":"2024-01-25T13:06:57","date_gmt":"2024-01-25T12:06:57","guid":{"rendered":"https:\/\/linguaserve.com\/?p=7538"},"modified":"2025-07-11T13:40:32","modified_gmt":"2025-07-11T11:40:32","slug":"4-success-stories-in-transcreation","status":"publish","type":"post","link":"https:\/\/linguaserve.com\/en\/4-success-stories-in-transcreation\/","title":{"rendered":"4 success stories in transcreation"},"content":{"rendered":"

If you aren\u2019t sure what\u00a0transcreation\u00a0is and how it can help you be successful in the internationalization of your business, you should keep on reading. This service blends\u00a0translation and creativity<\/strong>\u00a0to make your message\u2019s recipients experience the same feeling, regardless of the place or language.<\/p>\n

Transcreation<\/a> is the process of\u00a0creative, cultural and linguistic reinterpretation<\/span>\u00a0through which your product or service communicates, taking into consideration the target country\u2019s language, context and culture as well as\u00a0the impression to be given.<\/strong>\u00a0Therefore,\u00a0transcreation goes beyond translation<\/strong>\u00a0and it will\u00a0help your message make an impression on the target audience<\/strong>, awakening the feeling you\u2019re looking for.<\/p>\n

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Transcreation: the translation of creativity<\/h2>\n

A transcreator is responsible for a complex process that\u00a0includes coordinating the translation, adaptation (localization) and creative reinterpretation<\/strong>. The importance of each factor and the balance between them, depends on who it is addressed to, the text type and the\u00a0communicative purpose<\/a><\/span>.<\/p>\n

It is sometimes necessary to\u00a0fairly detach from the original content<\/strong>\u00a0or even create something new to maintain the brand\u2019s essence or awaken the same feelings.<\/p>\n

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4 examples of successful transcreation<\/h2>\n

Since the best explanation is a good example, we will tell you about 4 stories in which context adaptation and the translators\u2019 and transcreators\u2019 creativity turned the transcreation into a complete success.<\/p>\n

1. Apple and double meanings<\/h3>\n

Apple<\/strong>\u00a0launched the iPhone SE in three colors: black, white and red.<\/p>\n

The slogan was:\u00a0\u00abComes in Black. White. And Pow\u00bb<\/em><\/strong>. Instead of red they used\u00a0pow<\/em>, an abbreviation for power and played with one of the metaphoric meanings of that color.<\/p>\n

In Spain transcreation\u00a0found the perfect word with the same meaning<\/strong>, but linked to local culture. The result was:\u00a0\u201cViene en negro. (Come in black.<\/em>)\u00a0En blanco. (In white) Y Ol\u00e9\u00bb<\/em><\/strong>. (And Ol\u00e9)<\/strong>\u00a0Absolutely fantastic.<\/p>\n

2. Haribo and how the transcretion of a slogan can have hundreds of constuctions<\/h3>\n

One of the slogans of the German candy company\u00a0Haribo<\/strong>\u00a0was:<\/p>\n

\u201cHaribo macht Kinder froh, und Erwachsene ebenso,\u201d<\/em><\/strong>\u00a0the literal translation being: \u201cHaribo makes children and adults happy.\u201d A sentence that is too long and not catchy enough for an advertising campaign. Therefore, the transcreators got to work and came up with the perfect slogan in each language. The result was the following:<\/p>\n