Choice Translating

04-29-2013

Puto...an Unfortunate Branding Blooper

Puto was found recently on the shelf of a Washington, D.C. grocery store. 

Puto - A Filipino Branding Blooper

Puto is a traditional Filipino food... you can eat different variations of it at any time of day. There are no negative connotations of the name "puto" in the Philippines. However, in the USA that is another story. In Spanish, "puto" means "male prostitute or sexually promiscuous man." 
 
For Spanish/English bilinguals in the United States, this is the messaging on the package: 
 
White King
   Male Prostitute
       Filipino Favorites
 
It is a Filipino Favorite. You can eat a puto any time. 

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