Carolina Marialva Baldo, Brand Manager at Freedman International, on the unique considerations needed for localisation in her home country of Brazil!
From its lively music to its fervent love for football, Brazil is a land of passion and creativity. But beneath the colourful festivals and world-famous beaches lies a diverse, nuanced market that requires a keen eye and a strategic approach to navigate.
How do you capture the spirit of a country where every region boasts its own slang, humour, and cultural codes? And how do you avoid common pitfalls like tone-deaf translations or overreliance on English? Let’s break down what makes Brazil unique and how your brand can rise to the challenge of speaking the local language, both literally and figuratively.
When it comes to engaging with consumers in Brazil, language and culture are intricately woven into the fabric of communication. Brands looking to thrive in this vibrant market must understand more than just the Portuguese language (not Spanish!) and they need to adapt their tone, humour, and messaging to resonate with local sensibilities.
Brazil is the only country in the Americas with Portuguese as its official language, a legacy of Portuguese colonialisation. Although over 250 languages are spoken in Brazil, these are primarily used within smaller communities, such as those of Indigenous peoples, immigrants, and groups of Creole or Afro-Brazilian heritage. Brazilian Portuguese dominates as the primary language and serves as the key to reaching mass audiences.
While English is increasingly present in Brazil, particularly in urban centres like São Paulo and Rio de Janeiro, the country’s overall English proficiency remains low (ranked 81 out of 116 in EF’s English proficiency Index). So, while English phrases may appeal to affluent or tech-savvy demographics, relying solely or mostly on it risks alienating the broader population.
While Brazilian Portuguese and Portuguese from Portugal share a common linguistic root, their differences are significant enough to require separate translations. These differences extend beyond vocabulary to include pronunciation, grammar, and even cultural context. For example, the word for “bus” is “ônibus” in Brazil but “autocarro” in Portugal. Similarly, verb conjugations and informal expressions vary widely, meaning that a campaign designed for Portugal could feel out of place or even confusing in Brazil.
Cultural nuances also play a role. Brazilian communication often favours a warm, conversational tone, while Portuguese from Portugal may lean more formal or reserved. This distinction affects everything from marketing copy to customer service interactions. Attempting to use one version of Portuguese for both markets can result in a disconnect with local audiences, underscoring the need for tailored localisation.
Brazil is a vast and diverse country, and what resonates in São Paulo may not land well in the Northeast. A campaign using slang from Rio de Janeiro could confuse or alienate audiences in other regions. Each region presents its own singularities, segregations and communities formed by different identities, which needs to be taken into account.
Brazilian Portuguese is also rich in idiomatic expressions and regionalisms that don’t translate directly. Simple translations often miss the emotional depth or humour required to captivate Brazilian audiences.
Integrating English into campaigns targeting premium or younger consumers can be effective if done sparingly. It’s also a common practice for global brands to keep their slogans in English in the local market. For example, Nike’s iconic “Just Do It” tagline is sometimes paired with localized storytelling, song and/or imagery in Brazil, blending universal appeal with culturally resonant content (for instance, Nike’s Advertisement for Brazil’s World Cup 2018 Campaign).
A misstep in cultural representation can lead to severe backlash, damaging a brand’s image and credibility. Misunderstanding or inaccurately portraying a local tradition, event, or group of people can come across as insensitive, stereotypical, or even as cultural appropriation.
Such mistakes not only reduce the impact of a campaign but can also lead to social media criticism, boycotts, and negative press, ultimately affecting consumer trust and engagement. Brands must ensure that they approach Brazil’s cultural diversity with respect and authenticity by working with local experts and conducting thorough research before launching a campaign.
Apart from regionalisms, linguistic awareness is crucial. Certain words may have unintended political, legal, or cultural connotations, so a literal or objective approach might not work in several cases. For example, while “golpe” is a direct translation of “scam,” it carries political undertones in Brazil. In financial contexts, “fraude” is a more suitable choice to avoid misinterpretation. Using inaccurate terminology can lead to misunderstandings or even legal consequences, especially in regulated industries like finance, healthcare, or insurance.
Some brands excel at understanding this diversity and leveraging local elements in a respectful and engaging way. One example is Nissin Foods, which adapted its global messaging by incorporating Brazilian nostalgia and humour, resulting in a campaign that felt authentic and relatable.
The brand launched the “Nosso Sabor” (“Our Flavour”) campaign to promote their instant ramen tailored for Brazil’s North and Northeast regions, areas celebrated for their distinct cultural identities. To authentically connect with these audiences, Nissin collaborated with local influencers known for their humorous content, producing two versions of a music video: one reflecting the influencers’ traditional style and another inspired by the global K-pop trend. This approach allowed the audience to choose their preferred version, blending local humour with a contemporary twist.
On the other hand, Adidas faced backlash in Brazil in 2014 over a line of T-shirts released for the World Cup that featured slogans with double meanings, some of which were interpreted as having sexual connotations. Phrases like “Lookin’ to Score” were seen as inappropriate, as “score” has a sexual reference in Brazilian Portuguese. The Brazilian government criticized the designs for being disrespectful to local culture, leading Adidas to suspend the sale of the shirts in Brazil. This incident highlighted the importance of understanding local cultural sensitivities and avoiding misinterpretations when marketing globally.
Local connection with “Mequi” in Brazil: McDonald’s, affectionately referred to as “Mequi” by Brazilian consumers, successfully embraced this local nickname in a campaign that reinforced brand affinity (including changing the name in the sign of a few branches to this local version and even their local X account). By leaning into the informal and playful nature of Brazilian culture, McDonald’s launched ads celebrating the nickname, making the brand feel even more relatable. This highlights the importance of understanding local terminology and affection-driven language in fostering a deeper emotional connection with the audience.
Netflix localised Brazilian marketing and social media engagement: Another standout example is Netflix’s marketing strategy in Brazil. Known for its savvy use of localized humour and cultural references, Netflix creates content and promotional campaigns that feel uniquely Brazilian. From engaging with trending memes to producing social media posts in regional slang and playful, irreverent tones, Netflix consistently adapts its voice to mirror how Brazilians naturally communicate online. For example, their witty social media posts in Portuguese often include references to Brazilian pop culture, football, and trending topics. This highly relatable approach has helped the brand maintain a strong emotional connection and a highly engaged audience. Netflix showed cultural awareness by combining global accessibility with uniquely Brazilian elements.
Marketing in Brazil is about more than just translating words—it’s about understanding the cultural heartbeat of the nation. From linguistic nuances to regional diversity, success lies in crafting campaigns that feel authentic and emotionally resonant.
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