Word: elegancita
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Dates: during 2000-2009
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...Spanish, means "won't go." The lesson of this tall tale, know thine target, has revived relevance to a new generation of marketers, who, after years of simply translating their mainstream English-language advertising into Spanish, are now creating product lines for U.S. Hispanics. Among these: Hershey's Cajeta Elegancita candy bar. The Mexican term for caramel flavor made with goat's milk, "cajeta" is also a word for female genitalia in Argentine slang. This idiomatic tangle highlights but one of the challenges of marketing to so disparate a group as the 37 million U.S. Latinos...
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