“A phrase can be literally translated from English to Spanish, and vice versa, but doing so may lose the point because there are nuances that don’t translate literally,” explained Humberto García-Sjögrim, Group Director, Business Integration, Global Public Affairs, Sustainability and Communications, The
This frustration – and the belief that technology could be leveraged to tap into the wisdom of the company’s many bilingual associates – led to a concept that turned into a business benefit: A Point of Sale (POS) Spanish Adaptation Tool. The concept evolved out of the
But, how would it work, and where to start?
García-Sjögrim reached out to innovation and digital marketing colleagues to identify existing tools and learned that the
At that point, he recruited fellow Hispanic Leadership BRG members Oliver Merino and Carmen Costa. They worked with the agency to develop a simplified version of the current tool, a “minimum viable product” in software terms, and engaged
García-Sjögrim shared, “Ideas are a dime a dozen. Oliver and Carmen took the idea to market.”
The Hispanic Leadership BRG’s POS Spanish Adaptation Tool launched in 2017 in the United States. Since launch, it has been used to translate 15 POS taglines from English to Spanish and associates have provided 116 adaptations for use in the United States. Due to its success,
The process is easy and simple. Associates receive an email with a link and request to log into the tool. Once logged in, they click on a POS image, read the tagline in English and then post a recommended Spanish adaptation tagline.
The opportunity to submit taglines in Spanish is open for two days and each request typically receives around 20-30 suggestions. After two days, BRG members receive a second email, encouraging them to vote for their favorite adaptations. Two days later, a ranked list is sent to
“It has been a collaborative journey. The idea perfectly married our bilingual associates’ skills with our marketing community’s desire to better communicate and connect with our Hispanic consumers,” said Oliver Merino, Director, Shopper Marketing,
A recent example of a tagline created with this platform is the winning adaptation of “Fresh Made, Meet Ice Cold” to “Recién hecho... recién helada.” The nuances in this tagline can evoke traditional Latin American foods that are often customized or specifically made to order on the spot, and drinks at the appropriate temperature. “Recién hecho” is an expression that conveys the idea of recently made, fresh ingredients, and “Recién helada” connotes perfect cold temperature but is frequently applied to beverages put on ice until they reach what is considered the right (ice-cold) temperature by people from the warm climates of Latin America.
“We view this software as more than an adaptation tool. It’s also an employee engagement tool. We’re receiving input from technicians, managers and others, who aren’t involved with marketing at all, and from different parts of the country, where Spanish varies. It’s helpful and critical to have this diverse insight,” said Carmen Costa, Partnership Sales Associate,
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