Pepsi received some great coverage in AdAge yesterday about its Hispanic-focused marketing campaign, playing off of the multilingual advertisements for the 2010 U.S. census, which urges all Americans to make themselves "count."
But within 24 hours of the story — which was also distributed on mainstream media outlets like Crain's New York — was a hotbed of discussion, er, disappointment, in both Pepsi and its Hispanic agency, Dieste.
The argument? "Yo sumo," the literal Spanish translation for "I count," may not have been the wisest choice for a campaign whose self-proclaimed purpose is to encourage Hispanics to go beyond being counted numerically and to share their experiences.
As Judy from New York put it in her comment:
"Yo sumo" means I add numbers (1+1=2). However, "Yo cuento", can mean either I count numbers or I count as a person. Hence, in this context, "Yo sumo" does not make sense. It works exactly the same in English: it's the difference between "I add" and "I count". What makes sense is "I count". What would make sense in correct Spanish is "Yo ME sumo" (I add/include myself).