Subscribe to Entrepreneur for $5
Subscribe

Multicultural Marketing

Focus in on the markets you've been missing to broaden your business's horizons.

By
This story appears in the March 1997 issue of Business Start-Ups magazine.

Focus in on the markets you've been missing to broaden your business's horizons.

You've probably seen those ads showing cookies, cupcakes or a peanut butter sandwich, with the caption: "Got milk?" Those ads boosted milk sales in the first quarter of 1996 by 9.5 percent over the same period in 1995. An attempt was also made to increase milk consumption in the Hispanic community by launching a "Got milk?" campaign in Spanish-language media. Apparently, however, the creator of the initial Spanish-language ads had a limited grasp of the culture. The phrase "Got milk?" was literally translated as "¿Tiene leche?" But "¿Tiene leche?" doesn't exactly mean "Got milk?" in the way the advertiser intended. "¿Tiene leche?" is roughly translated as "Are you breast-feeding?" Fortunately, the milk producers came up with a better approach for the Spanish-language market. Their current ads show a family group, with the caption, "¿Y usted, les dio suficiente leche hoy? (Have you given them enough milk today?)"

Continue reading this article - and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5.

Get 3 months free with code zendesk

Presented by Zendesk

Champions of Customer Service zendesk

Entrepreneur Editors' Picks