Rethinking the British tone of Cawston Press for America and Holland
Wholesome soft drink maker Cawston Press is out to prove (one can at a time) that fizzy doesn’t have to mean fake, false or full of additives.
To reinforce this brand truth through a distinctive tone of voice, Cawston Press borrows from the world of British nostalgia — a universe of hedgerows, apple orchards and hazy summers.
When we were charged with bringing the Cawston Press website to audiences in the Netherlands and the USA, the big question was — how do you convey that tone of gentle nostalgia when your frame of reference gets taken away? Transcreation, of course. With allotments and rhubarb crumble off the table, we had to find creative ways to approach our writing in American English and Dutch to ensure the classic British flavour was preserved.
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