Heard of transcreation but not quite sure what it means? This guide will give you a full breakdown into what it is, when to use it, and how to implement it.
What is transcreation?
Transcreation = translation + copywriting (or copy creation).
This is the easiest way to understand transcreation. It’s the process of translating a text so that it conveys the same message, and has the same impact, as the source text.
It involves a transcreator translating the text from one language into another, but also adapting and re-writing parts of the text (that’s the copy creation part) to ensure that the final text has the desired impact in the target market.
The result is that a transcreation can look quite different to the original text.
Translation vs transcreation: what’s the difference?
The key distinction between translation and transcreation is that translations are bound to the source text, whilst a transcreation is bound to the brief.
In practice, this means that a translation has to remain true to the original text. It’s used for things like legal documents, where translation is used as a way of communicating exactly what is written to someone who speaks a different language.
Transcreation is less about translating exactly what the source text says, and more about ensuring that the target translation achieves the same results as the source (selling), as specified in the brief. A transcreator will translate, but also adapt and re-write from scratch where necessary.
A transcreation is therefore a mix of translation and copywriting.
Transcreation example
The Fanta Halloween edit
In 2025, Coca-Cola are releasing limited edition Fanta cans with scary cartoon characters on the front.
Their slogan for the campaign in English was:
“Halloween 2025. Unleash the craving!
This Halloween get ready for bold flavours, fresh horror, and a thrilling batch of iconic horror characters. Step inside… if you dare.”
The Spanish, on the other hand, had this as their slogan, with no tagline:
“Están de vuelta y wanta fanta”
[Back translation: They’re back and ‘wanta’ fanta]
The clear difference is that the Spanish campaign contains no explicit mention of Halloween. They’ve used scary characters and a gory typeface to nod towards the event, but nothing more than that.
This is localisation in action, reflecting Spanish customs. Whilst Halloween is acknowledged in Spain, it’s not celebrated to the same extent as in the UK, and is seen as a spiritual time of year for many.
The UK version reflects British customs. It includes Halloween references and tropes (“step inside… if you dare”) because almost everyone celebrates Halloween. Trick or treating is a nationwide tradition and customers are used to Halloween activations from brands.
The differences in the campaigns indicate that the brand have researched local customs, search and buying habits to create campaigns that are tailored each market.
Despite these differences and the lack of word-for-word translation, the two campaigns fulfil the same brief: to make consumers aware and excited about a new, exciting can design featuring some well-loved scary cartoon characters, around the time of Halloween.
This campaign highlights how transcreation moves away from a direct word-for-word swap to instead offer a new version that has the same effect as the original in the new audience. It requires an in-depth knowledge of the new market and their customs, and the creativity to re-write from scratch if necessary.
Transcreation vs localisation
Transcreation is successful as part of localisation.
In the above example, slogans are not the only differences between the campaigns. The Spanish campaign includes a competition to go to Los Angeles, the characters assigned to each can are different in each country, and the wording on the cans differ for British and Spanish consumers.
The differences point to a deep understanding of both markets and how the campaign has been completely localised in order to be effective.
This will have involved consumer research to ensure that both markets are completely understood and catered for.
Part of this consumer research will also have included new SEO research to ensure that webpages and social media posts are optimised for phrases the foreign customer are putting into search.
The role of transcreation in global marketing campaigns
Transcreation is therefore a key step in the creation of impactful global marketing campaigns.
It ensures that content is completely re-shaped to suit a new audience, written to suit their cultural context.
And the effect of that? Better brand authority, increased sales and loyal customers.
How to implement transcreation into your translation process
There is no one-size-fits-all to a transcreation process, and it will largely depend on the size of your team.
The most important things to consider are:
- The brief
- The linguist(s)
What should you put in a transcreation brief?
A transcreation brief is really important. Just as with a copywriting project, the brief is what will guide a transcreator’s decision process.
It should include:
Content details: What type of text is required? Where will it be used? What’s the required word count? Is there a specific keyword or slogan that needs to be included?
Content purpose: What is the marketing/communications goal? Who is the target audience?
Brand details: How is the brand currently perceived in the market? What tone of voice should be used? Is there a style guide?
Project details: What’s the timeframe? Who will be involved in the project? How many rounds of edits will be expected?
What makes a good transcreation linguist?
A transcreation linguist is someone trained in translation as well as copywriting. They will be comfortable and competent in carrying out market research as well as writing in order to compel customers to take action in some way.
Answering the question, ‘What is transcreation?’
Transcreation is the process of translating as well as adapting and re-writing for the target market.
It’s a vital part of localisation and global marketing where a deep understanding of the target market influences the translated output.
A good transcreation will be measured against it’s adherence to the brief, rather than it’s closeness to the source text.
It will be a translation that might look or sound different to the original, but that will fulfil the same objective.
For help transcreating your content into English, reach out to me here.