Beer brands scorned for poor English-to-Spanish ad translations

By David Kiefaber on Mon Sep 20 2010

Corona

As incomprehensible as a lot of beer ads are in English, they are apparently even worse when translated into Spanish. Michenelle Groller, a Brooklyn Spanish teacher, joined other Spanish speakers in calling out beer advertisers in this New York Post story for poor translation and general ignorance of the Latino consumer. Groller says badly translated ads are "not only misleading, but mostly offensive," adding that "if they were written in English, they would have never made it past the planning stages." Specific complaints are directed toward Budweiser (whose "Tomabilidad" isn't a real word), Coors Light (whose "Emborícuate" has the same problem), and Corona, which invites drinkers to "Más una fría que beer," which literally translates to "More one cold what beer." Given that Corona is headquartered in Mexico, that one's hard to excuse. This just looks bad for all companies involved. How expensive can a few competent translators be? Considering how much has been said about the growing Latino consumer base and the need for consistent outreach, one would think they'd try harder to not screw it up. Maybe their creatives have been skimming from the vats a little too much.

Coors Light and Spike TV vow to make cooking easier for guys

Posted on Tue Jun 1 2010

Not getting enough liquor in your diet? Spike TV and Coors Light can help you with that. A collaboration between the rough-and-tumble guy's network and the beer marketer will infuse recipes and meals with liberal amounts of branded hops and barley in an original Web series, "Food Dude on the Road." The Food Dude is comedian Will Greenberg, whose culinary specialties include dishes like "Stir-Fry Ramen Delight." He'll whip up the brewski-themed creations, billed as so easy "any guy can tackle," on a five-city tour. Footage from those events in New York, L.A., Miami, Philadelphia and Austin, Texas, will air on both partners' Web sites. Promotion for the webisodes will span online, mobile apps, Twitter and Facebook. Coors Light will have its stamp on nearly every inch of the videos, from in-shot graphics and animated intros to the drink of choice to wash down the dinners. A hub on Spike Mobile and an interactive map app will allow fans to follow Food Dude around the country. Those in the host cities are invited to the show. Eat/drink up!

—Posted by T.L. Stanley

It's hardly worth sponsoring a fight if Brock Lesnar is involved

Posted on Tue Aug 11 2009

That Brock Lesnar, what a charmer! After he brutally beat down his smaller opponent in last month's UFC 100 in Las Vegas, trash-talked the dazed guy and flipped off the booing crowd, he dissed Anheuser-Busch's Bud Light, the event sponsor. "I'm going to go home tonight, and I'm going to drink a Coors Light. That's right, a Coors Light," he said, while looking at the Bud Light logo in the middle of the fighting octagon. "Because Bud Light won't pay me nothing." Maybe Coors Light should. Turns out Lesnar's outburst, and the coverage that followed, brought in $250,000 worth of unexpected media exposure for the brand, according to Joyce Julius Co., which tracks the value of sports sponsorships. The breakdown: major pickup from SportsCenter and other ESPN programming; 400 news stories that referenced the brewhaha; and 1,300 blog posts, including a glowing one from Dallas Mavericks owner Mark Cuban (who thought it was the best speech ever). Lesnar later changed his tune and sipped a Bud Light at the post-fight press conference, saying it's all beer to him and he'll drink anything. A-B might not be quite as thrilled.

—Posted by T.L. Stanley

Coors Light cools down classic songs in rockin' radio campaign

Posted on Thu Jul 30 2009

Coorslight

Coors Light has radio advertising down cold. The beer brand, which has owned the concept of Rocky Mountain cold-refreshment thanks to incessant TV ads and some nifty packaging, has now successfully leveraged radio as well. Its summer campaign from Draftfcb in Chicago takes familiar songs that feature the word "hot" and replaces that word with "cold." The first ad featured a man deadpanning the word "cold" throughout Nelly's "Hot in Herre." This morning, while listening to a classic-rock station, I heard Coors nailed it by tweaking Foreigner's "Hot Blooded." The ad (embedded here) started with the familiar guitar lick, leading me to believe I was going to hear the actual song, until words like "cold," "frosty" and "thermometer" were suspiciously dubbed over key lyrics. It's a nice evolution of the ad campaign. I look forward to hearing what songs they will chill out next. Perhaps Donna Summer's "Hot Stuff," The Power Station's "Some Like It Hot" or maybe the dreaded Buster Poindexter's "Hot Hot Hot."

—Posted by Kenneth Hein


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