- Transcreation
Heineken
Heineken reached out to me to transcreate the tagline for the launch of Heineken 0.0 across Latin America. The original “Cheers with no alcohol” needed to convey the social ritual of toasting while making the alcohol-free proposition feel natural and appealing to a Latin American audience. I transcreated it as “Brindar sin alcohol”. Rather than translating “cheers” literally, “brindar” captures the social ritual of raising a glass and celebrating together, making the tagline feel natural and culturally relevant in Spanish.
Heineken reached out to me to transcreate the tagline for the launch of Heineken 0.0 across Latin America. The original “Cheers with no alcohol” needed to convey the social ritual of toasting while making the alcohol-free proposition feel natural and appealing to a Latin American audience.
I transcreated it as “Brindar sin alcohol”. Rather than translating “cheers” literally, “brindar” captures the social ritual of raising a glass and celebrating together, making the tagline feel natural and culturally relevant in Spanish.