Engaging the U.S. Hispanic market means connecting with them culturally. Many companies, large and small, sometimes fail to do so through direct translation of their existing marketing campaigns. Oftentimes, this direct translation of English to Spanish leads to a translation they did not intend for.

For example (exito means success):

Another example, U.S. beer-making giant Coors apparently thought their slogan, “Turn it loose!” Would translate to Spanish just fine. Unfortunately, “Turn it Loose” came out, “Suffer from Diarrhea” instead.

Be aware of the context and try to be culturally relevant.