Translation opens up markets
Like many new companies looking to go global, the brand’s first step in reaching a wider market was to translate the product – in this case, the bottle label. This not only contains important information about the wine’s origins, cuvée and taste, it also communicates who the maker is and what it stands for. The translator was able to accurately relay the former, but the translation of the latter left much to be desired.
French original: | English translation: |
Il était une fois un jeune et vigoureux Goupil qui demeurait au cœur de Versailles. Il y observait la vie de La cour, parée de ses plus beaux atours. | Once upon a time, a strong young fox lived in the heart of Versailles, where he observed courtly life in all its finery. |
Transcreation builds brands
This translation didn’t capture the essence or charm of the original. In fact, some might say that it could even be damaging to the brand. And no wonder – a translator is not a branding expert or a storyteller. They don’t have the time or budget to invest in carefully choosing words and imagery to evoke emotions, represent values and make an impact. A transcreator, on the other hand, understands what it takes. Here are two versions of the same text from a Supertext transcreator:
Transcreation A: | Transcreation B: |
The fabulous Monsieur Fox loves the finer things in life. A true bon vivant, he’s a vulpine with a passion for fine wine – always ready to grab life by the bottle. He found himself falling for one special variety: beautiful and bubbly, it gave life that extra bit of sparkle. | The road to Champagne is lined with fine vines and great minds. Nobody knows that better than our intrepid Monsieur Fox. The vulpine from Versailles loves the finer things in life. He’s been all over France, searching far and wide – and his quest for the perfect vintage has brought him to Champagne, the natural home of effervescence. |
Based on the image and the French concept provided, the transcreator conjured up a debonair Fantastic Mr Fox travelling France looking for fine wines. For an international market, they played up the French reputation for sophistication, opening up opportunities for French wordplay and giving the reader a lovable entry point for understanding the character’s quest.
The original text’s suggestion that the wine made women more beautiful reads as slightly old-fashioned and perhaps even sexist to an Anglophone audience, so the transcreator adapted it to suggest the fox had fallen in love with the wine – still in line with the idea of romance, but more egalitarian. Voilà: beautiful copy that’s a pleasure to read!
Images via Champagne du Goupil
Ein Kommentar zu “Champagne, s’il vous plaît – how transcreation captured the charm of a fresh brand of bubbly”
Outstanding work!