The Problem With Lazy Spanish
How Quick Fixes Can Lead to Big Marketing Fails
Just because your marketing message resonates in English doesn’t mean it will carry the same meaning or impact in other languages. Poorly translated messages can lead to misunderstandings and even damage a brand’s reputation. A simple copy-paste from Google Translate often isn’t enough to ensure the message connects with your audience as intended.
Here are a few examples of marketing blunders from well-known companies that highlight the importance of careful localization:
NFL
The NFLs “Por La Cultura” campaign used an “eñe” (Ñ) over the “N” in its logo, a misuse of a vital character in Spanish. Viewers were quick to comment, and people took to Twitter to voice their opinions, calling it a form of “diversity washing”—a superficial attempt to connect with the Hispanic audience without genuine cultural understanding or input from the community.
The campaign’s language, including phrases like “Latin flavor,” was criticized as stereotyping and offensive. The key takeaway is that failing to involve the community you aim to serve can lead to a disrespectful and harmful outcome.
PARKER PENS
The Parker Pen Company originally promoted their leak-proof pen with the slogan “With no fear to be embarrassed,” which later became “Avoid embarrassment — use Parker Pens.” The slogan worked well in the U.S., but when Parker expanded into Latin America, they translated the slogan directly. Sales were low, and they discovered that the translation mistakenly suggested “pregnancy” instead of “embarrassment.”
The slogan came across as “To avoid pregnancy, use a Parker pen,” implying their pens were contraceptives—a translation error that hurt their marketing efforts in Latin America.
AMERICAN AIRLINES
American Airlines introduced its "Fly in Leather" campaign to showcase their new leather seats, achieving significant success in the U.S. Encouraged by this, they expanded the campaign to Mexico, translating the slogan to Spanish as “Vuela en cueros.” Unfortunately, the phrase “en cueros” is slang for “naked” in Spanish, inadvertently inviting customers to “Fly Naked.”
How to Keep Your Marketing from Going Internationally Awkward!
How can companies avoid marketing missteps that alienate or offend large audiences? Here are some essential tips that brands should keep in mind when crafting their campaigns:
1. Avoid Literal Translations for Slogans and Idioms
Slogans and idioms often lose meaning when directly translated, as they rely heavily on cultural context. Instead, find equivalent phrases that resonate with the target audience while preserving the original message.
2. Conduct Market Testing in the Target Region
Testing translated slogans and campaign materials with focus groups in the target market helps catch potential issues in real-world interpretation before a full launch.
3. Hire a Marketing Agency Specializing in International Campaigns
International marketing requires more than translation; it demands cultural insight. Engaging professionals who understand cultural nuances and local idioms ensures that the campaign’s tone and message come across as intended.