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On TikTok, one creator is giving brands free logo makeovers. She doesn’t change their color schemes, their fonts, or their imagery. All she changes is their spelling, inspired by her mom’s Mexican accent.
“Day 1 of changing company logos to how my Mexican mom pronounces them,” TikToker Emily Rose wrote in her first video, where she changed Walmart into Gual-mar. On Day 2, Papa John’s Pizza became Papa Yon’s Peek-za. On Day 3, McDonald’s became MackDonals.
But it was when Rose gave her mom’s take on Sprite that the series truly took off. The new respelling—Esprigh—garnered 27.8 million views and 3 million likes. Sprite itself got in on the action, changing its profile picture on TikTok to Rose’s redesigned logo and shouting her out as the designer in its bio.
Sprite also posted a TikTok of a can with Rose’s Esprigh logo, captioned, “Should we call the mini cans esprighitos?”
Commenters celebrated the brand’s willingness to be a part of the joke. “Literally followed because they’re not racist and have a sense of humor,” one user wrote.
“God I love when companies company correctly,” commented another. “Good job Esprigh.”
That goodwill toward Sprite might explain why Rose’s comments sections suddenly became flooded with other brands, desperate for their own names to get the “Mexican mom” treatment, with businesses like Popeyes, Garnier, and DoorDash advocating to be next in Rose’s series.
Across her videos, companies tried different tactics to get Rose’s attention, from writing in Spanish (“¿y pepsi? 👀,” asked the soda brand) to employing puns (“We just know we’re gonna be lobsessed,” commented Red Lobster).
But with just one brand getting redesigned each day, not everyone can make the cut. Next up was Dunkin’ Donuts, which Rose turned into Donkin Donas. “It’s got a lil flair to it, I like it,” Dunkin’ (or Donkin?) commented. Then it followed Sprite’s lead and used Rose’s design as its new profile picture. The company even showed what a Donkin Donas sign might look like in a follow-up TikTok, where commenters again applauded the brand for embracing the trend.
“This is why I love Donkin Donas 🥰🇲🇽,” one user commented. “Omw to get me a lil coffee.”
When Wendy’s turned into Güendis, the fast-food chain commented, “This is actually the correct pronunciation.” Subway reposted Rose’s video, where its name became Subgüey. And when Starbucks became Estarbocs, the coffee giant embraced its new name Balenciaga-style, simply commenting, “ESTARBOCS” in all caps on Rose’s post.
Rose is on Day 9 of her series (in which Kellogg’s Corn Flakes became Kellogg’s Con Fleis). Which brand will be next? We’ll be tuned in to find out—and sipping on a cool, refreshing Esprigh while we wait.
This post originally appeared at fastcompany.com
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