Does no one at New Era’s design or marketing teams speak Spanish?
That’s the question many people asked after the company unveiled a Texas Rangers cap that unintentionally spelled out a vulgar Spanish word. The overlap design, which placed the team’s “T” logo over the word “TEXAS,” resulted in the cap reading “TETAS”—a slang term for breasts in Spanish.
While the mistake has sparked amusement among some Spanish-speaking fans, it also highlights a much deeper issue: cultural disconnect. In an era where brands are expected to demonstrate cultural intelligence, this oversight is more than just a funny mishap—it’s a reflection of how Hispanic consumers are often an afterthought in marketing and design decisions.
A Costly Mistake—But a Reseller’s Dream
MLB and New Era quickly pulled the hat from their official store after backlash erupted online. But in the age of viral moments, the damage was already done. The hat’s notoriety turned it into a hot commodity, with resale prices skyrocketing to nearly $1,000 on eBay.
This situation mirrors past branding blunders, such as Pepsi’s infamous Kendall Jenner ad or Dolce & Gabbana’s missteps in China—instances where brands failed to consider cultural nuances before launching products. New Era's design misfire now joins the list of marketing gaffes that could have been avoided with a more diverse review process.
The Bigger Issue: A Failure in Cultural Marketing
At best, this is an embarrassing oversight. At worst, it signals to Spanish-speaking consumers that they are not being considered. Given the growing economic influence of Hispanic consumers in the U.S., ignoring cultural sensitivities isn’t just a PR misstep—it’s bad business.
In today’s polarized political climate, some might even view the incident as intentional. While that’s likely not the case, perception matters. If brands fail to connect authentically with diverse audiences, they risk alienating consumers and tarnishing their reputation.
How Cultural Transcreation Could Have Prevented This
What New Era needed wasn’t just a Spanish speaker—it was a transcreation strategy rooted in cultural intelligence. Transcreation is more than translation; it’s the process of adapting branding, messaging, and creative assets to align with cultural nuances, ensuring brands avoid embarrassing missteps like this one.
At Envisify Global Intelligence, our transcreation process blends AI-driven insights, cultural expertise, and linguistic adaptation to ensure that brands connect with their audiences authentically. Here’s how we could have helped New Era avoid this costly mistake:
1. AI-Powered Cultural Insights & Social Listening
Before launching a product, we analyze real-time conversations, trends, and audience sentiment across platforms like Twitter/X, BlueSky, YouTube, and Reddit.
2. Linguistic & Cultural Review by Native Experts
Our team of bilingual cultural strategists ensures that product names, taglines, and visuals don’t have unintended meanings. We assess language and cultural perception across diverse demographics, preventing offensive or humorous misinterpretations. A quick cultural and language audit would have flagged the problematic design of the Rangers cap before it went to market, saving New Era from backlash.
3. Market-Specific Adaptation for Global Reach
A one-size-fits-all approach doesn’t work in today’s multicultural marketing landscape. We localize marketing materials to resonate with different regions and communities.
4. Pre-Launch Brand Risk Assessment
We conduct a comprehensive risk evaluation to identify potential PR pitfalls, ensuring that branding decisions enhance reputation rather than damage it. Our process future-proofs marketing campaigns against cultural insensitivity, helping brands maintain a strong global brand identity.
Cultural Transcreation Is Essential for Global Brands
In today’s competitive market, brand reputation management is critical. A viral misstep like the Texas Rangers "Tetas" hat can cost more than just a product recall—it damages trust and credibility with diverse consumer segments.
New Era’s oversight is a textbook example of why cultural transcreation should be an essential part of every brand’s global marketing strategy. With AI-powered insights, expert localization, and multilingual branding expertise, Envisify helps businesses craft culturally relevant, engaging, and effective campaigns that resonate across languages and cultures.
Want to ensure your brand messaging lands the right way? Discover how Envisify’s data-driven transcreation solutions can elevate your marketing strategy here.
