Saturday, June 05, 2010

Buckyballs in IcePick Alley?

A sign in Lawrence Township, NJ.

The slogan in the pic is an example of "transcreating."

Allbusiness speaks of Richard Ross, a brand manager for Tampico:

"Marketers need to understand that (marketing to Hispanic consumers) is not about translating what you have for the general market into Spanish. It's about transcreating. You have to create new things for this market that are relevant to them," he says.

The ad depicted above was part of a specific Spanish strategy:

The new ad slogan, "Siempre Vamos por Mas" or "striving for more," highlights the shared value of Hispanic consumers striving for a better life and Miller's philosophy of striving to create a better product.

As to trademarks, the meaning in one language "siempre vamos por mas" might have an idiomatic, rather then literal, translation. (here: literal--we always go for more.)

The USPTO has given the SIEMPRE VAMOS POR MAS trademark serial number of 78325932. The current federal status of this trademark filing is REGISTERED.

International Class Code(s): 032
US Class Code(s): 045, 046, 048
Primary Class: Beers; mineral and aerated waters and other nonalcoholic drinks; fruit drinks and fruit juices; syrups and other preparations for making beverages.
Class(es) Status: Active
First Use Anywhere: 12/15/2003
First Use In Commerce: 12/15/2003


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