Given the strong connotation of being adventurous and trying something new in the master copy, both transcreations have been designed to be printed on point-of-sale displays and placed in Italian pubs and bars. When customers go to choose a drink, the POS display on the bars will draw their attention to Old Mout.
TRANSCREATION 1: People who love adventure
The first transcreation targeted open-minded and curious people who love adventure, travel and foreign cultures. They go abroad regularly and are always on the hunt for new experiences. Therefore, they likely already have some awareness of New Zealand, its culture and its celebrated reputation as the birthplace of extreme sports.
Even if not, the transcreation provides sufficient information and context.
Linguistic features
- Tagline and tone: The humorous effect of the kiwi element is retained even without the manipulation of the original saying (nessuno/anybody was replaced with kiwi) and encourages the customer to not fear adventure and new experiences. The tagline is ironic but aspirational, it speaks to who you wish to be, adventurous like a New Zealander;
- Sete di avventura (Thirst for avventure) explicitates and summarises the intended message of the advert;
- Extra information is provided in the subheading beneath the image, reinforcing the origin of the product and the flagship flavour.
Aesthetic features
- Minimalist and stylised New Zealand landscape on the background. This is in keeping with the master copy and ensures the identifying image of the product stands out;
- The quirky protagonist has a safari hat on his head and holds a map, while carrying the New Zealand flag (an additional explicitation of the product’s origin);
- Their inviting signature kiwi and lime bottle and a glass of cider with ice;
- Use of colour is kept to a minimum as in the master copy; but I used green text for the first headline to invoke the product’s flavour.
Whether or not the majority of Italian people would know that the kiwi is the symbol of New Zealand and that people from the country are referred to as ‘Kiwi’ is uncertain. However, the decision to maintain that element and make it prominent in the tagline and in the graphics will allow those who get the reference to feel smart and appreciate being part of a knowledgeable ‘niche’, therefore enjoying the advert even more.
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TRANSCREATION 2: Celiac people and those who are interested in reducing their gluten intake
According to a 2019 survey conducted by the Italian Ministry of Health, celiac disease affects 225,418 people in Italy (158,107 women and 67,311 men).
For many who belong to this group, giving up beer is a real sacrifice. Although some gluten-free beers are present in the Italian market, from popular brands like Peroni, Old Mout ciders represent an interesting alcoholic alternative since it is gluten-free without having to be altered. The product could also be a go-to for anyone who might not be celiac but who is nonetheless interested in lowering their intake of gluten.
The vast majority of the celiac population is female and Old Mout’s fruity range of ciders is similar to many alcoholic drinks that are already targeted at this demographic.
With summer approaching, seaside resorts getting crowdy and Italian bars animating piazzas all over the country, the second transcreation is intended to target people who can’t or don’t want to drink beer, but still want to have a light drink to share in company of friends on hot summer days.
Linguistic features
- Tagline and tone: use of the rhetorical question as a device to engage the audience and persuade them to come to the same conclusion of the advert: following a gluten-free diet does not mean having fewer choices when it comes to have a drink;
- Senza glutine (Gluten-free) is highlighted in bold;
- NB: the flavours on the bottles would ideally get translated into Italian;
- No kiwi reference in this transcreation, but there is a specification of where the product is from at the bottom right (“The cider from New Zealand!”).
Aesthetic features
- The setting is the seaside this time: the sun is shining, a kiwi with a lifebuoy comes out of the water and another one wears a kapa haka (a traditional Maori clothing) while dancing and holding the New Zealand flag;
- A colourful selection of Old Mout cider bottles, surrounded by colourful fruit.