1 minute read
Gold Peak & Message Transcreation
Why
Make Gold Peak the number 1 iced tea by finding its authentic foothold in Hispanic culture, and bring the “Stay Gold” messaging campaign to life for this audience.
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What
Understand the connection between our consumer and the product. Develop messaging to connect emotionally with Capitalize Hispanic shoppers as the Lowercase “brand” relaunches its positioning.
How
We first evaluated consumer insights to understand the relationship between them and this brand.
We developed a simple method of communicating the “Stay Gold” tagline and maintaining the cues to the brand’s new gold bottle. We offered solutions to convey English idioms in Spanish.
WE DON’T SIMPLY TRANSLATE THE COPY, WE TRANS-CREATE THE MESSAGE INTO A CULTURALLY APPROPRIATE COMMUNICATION.
Flavored RTD teas have nearly doubled the weekly consumption penetration of unflavored tea. Hispanics rate taste sensations higher than non-Hispanic Whites.
