Beyond Translation: The Power of Bilingual Marketing

America is undoubtedly a place where cultures converge and intertwine, there’s always a chance of encountering a piece of someone’s history on every corner.

Whether it’s the hypnotic aroma of an arepa you thought you would never see around, the vibrant rhythms of salsa spilling from the windows of a passing car, or the warm familiarity of someone saying “Buenos dias” in a crowded store.

These are cultural touchstones that evoke a sense of belonging, a reminder that our identity is a cherished part of the American mosaic.

That is the true beauty of bilingual marketing: it’s a gesture of respect and recognition that acknowledges a rich cultural heritage and the value of speaking the same language. By communicating in both English and Spanish, brands can create a sense of inclusivity, demonstrating a genuine commitment to understanding and serving this dynamic market This allows businesses to embrace a wider spectrum of potential customers and amplify their market reach by becoming closer to the community.

Bilingual marketing initiatives can convey a genuine commitment to creating a sense of trust and loyalty that transcends transactions, embraces diversity, and fosters creativity across the board.

Several brands have embraced bilingual marketing, incorporating deep cultural nuances into their campaigns to create authentic connections with Hispanic consumers. But are often surprised when their campaigns transcend cultural boundaries and resonate with a broader audience.

Bad Bunny’s “Debí Tirar Más Fotos” campaign, for example, soared to new heights by blending cultural touchstones and American media. From co-hosting “The Tonight Show” with Jimmy Fallon and interrupting his monologue with a true PR parranda, to celebrating a domino tournament in Puerto Rico alongside Spotify. Demonstrating the power of bilingual marketing to bridge cultures.

McDonald’s ‘Dulce de Leche Frappe’ campaign became a viral sensation thanks to TikTok videos of people pronouncing ‘Dulce de Leche,’ prompting McDonald’s to create a dedicated ad featuring Iñaki Godoy playfully celebrating the many ways Latinos refer to this treat.

This playful use of language sparked a nationwide conversation about pronunciation, frappes, and cultural diversity, demonstrating the power of bilingual marketing to engage a broad audience while celebrating Hispanic heritage.

This way, everyone can join in, just like we did with our ‘Thanksgiving a Tu Manera’ campaign with Walmart. Thanksgiving is not typically celebrated in Latin America, so we wanted to blend the All-American tradition with flavorful Latino cuisine by encouraging customers to prepare dishes ‘their way’—bringing in those dishes that feel like home for ‘el día del pavo.’ And of course, we did it in both Spanish and English so everyone, regardless of their background, could enjoy a bit of pupusa, café de olla, or buñuelos.

That’s why crafting bilingual marketing campaigns requires more than just translation; it demands a deep understanding of cultural nuances and sensitivities. It’s about creating content that reflects the values, experiences, and aspirations of the community.

Are you looking to reach new audiences? Let’s talk! Together we can create that campaign that resonates with the heart and soul of your community by forging a genuine connection that resonates as warmly as a smile and a soft ‘Hasta luego’ exchanged in a crowded store.

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