Spanish drinks brand makes a splash on the German market with transcreation

A best-selling Spanish liqueur brand has teamed up with Planet Languages to localize a quiz app to appeal to German drinks enthusiasts. How transcreation contributed to a 30% increase in global sales.

Language solution:

• Transcreation

The challenge

Our client, a Spanish liqueur brand, is one of the world’s fastest growing premium liqueur brands. They were keen to find new ways to engage British and German consumers. Our client commissioned an app developer to create a quiz game. The aim? To bring people together and encourage them to come up with the funniest or most creative answers to the quiz questions. Our client wanted their target audience of 25- to 45-year-olds to associate their brand with a moment of light-heartedness and fun.

Their English copy was humorous, playful and conversational. Our client wanted to convey the same sense of banter in the German copy and reached out to Planet Languages for help.

Our client

The solution

Getting humour right in another language calls for transcreation. Together with the client, we came up with a brief detailing the target audience, tone of voice and intent of the copy. We prepared the copy in our server-based translation tool. This allowed us to suppress repeated text such as button labels and set character limits for specific text elements. Our German transcreation expert was able to provide a commentary and backtranslations in the tool’s Comment section.

The result

Our approach has helped our client to increase brand recognition in their largest market, Germany. Following the success of the first 40-question quiz launched in 2021, the app has been expanded to include more quiz questions and new games. The company reported a 30% increase in global sales in 2022 compared with 2021, with Germany accounting for 20% of global sales. The drinks brand is considering making the app available in more languages in the near future.

What the client said

“Thank you very much for sending us the transcreation. We think it’s great and we are really happy with the solutions reached by the transcreator.”
Head of Content

Find out more

Are you a business that needs support in making the right impression in a new market? If you’d like to find out how transcreation can help your business, email us at post@planetlanguages.com.