American Brands Wake Up… Chile Is a Spanish Speaking Country

Since arriving in Chile about 1.5 years ago, I continue to be amazed at the number of American brands advertising in English. From storefronts to billboards, time and time again I see American brands communicating to a predominantly Spanish speaking community in English.

Applebee’s, Ruby Tuesday and Marmot avoid Spanish like the plague. I especially love how Ruby Tuesday is promoting the NFL (hint… Chile is full of fanatic soccer fans) and how Applebee’s sports Spanglish.

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These brands should look to companies like KIA and Starbucks who are paying attention to something as simple as the local language, and even customizing products for their local marketplace.

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Jennifer Manocchio

After starting her career with Edelman in Chicago, Jennifer joined Sweeney and quickly established herself as an exceptional industry innovator. In 2004, she opened Sweeney’s first full-service office outside of Cleveland and quickly rose through the ranks to become agency president. Jen leads by example and without fear. She has been critical to agency growth throughout the past decade and continues to lead the agency into the future.