In today’s globalized world, it is not uncommon for companies to expand their operations into [international] markets(/resources/blog/the-struggles-of-internationalising-a-web-app). However, this can pose a number of unique challenges, including language barriers and differences in cultural preferences. One of the most important challenges is packaging: specifically, how to create packaging that appeals to consumers in different countries and languages.
PepsiCo, the multinational food and beverage company, displayed an excellent example of international packaging with its Lay’s brand of potato chips. Lay’s is a popular snack brand sold in many countries around the world. A few years ago, the company launched a new line of baked potato chips and needed to create packaging suitable for markets in Spain, Italy, and Portugal.
To solve this challenge, PepsiCo came up with an ingenious solution: inserted the word Horno on the package. Horno means "oven" in Spanish, but thanks to clever use of lettering, the wording can also be read as Forno, which applies to both Portuguese and Italian, the other two markets where this product is sold. This allowed the company to use the same packaging design for all three markets, saving the significant costs of designing different packaging for each country.
This is not the first time PepsiCo has taken this approach to save on packaging costs.
Some time ago, the company launched a line of artisanal chips, using a well-placed point to turn artesanas ("artisanal" in Spanish) into artesanais ("artisanal" in Portuguese). This made it possible to use the same packaging for the Spanish- and Portuguese-speaking markets. Incidentally, according to some sources, this line was later withdrawn from the market because it did not meet the standards of a handcrafted product.
These examples of Lay’s brand packaging demonstrate that creativity can save money, even in international markets. With a simple but effective design, PepsiCo has managed to create packaging that works in more than one country, allowing for optimized production and cost savings.
It is an essential lesson for companies that want to expand into new markets: by taking a creative approach to packaging design, they can target consumers in different countries and languages and save money at the same time.
In conclusion, creating packaging that works in international markets can be a significant challenge for companies. However, as demonstrated by PepsiCo, taking a creative, localized approach helps companies save costs and attracts the attention of consumers in different countries and languages. By investing time to understand local cultures and preferences, companies can create packaging that is tailored to its consumers and contributes to their success in international markets.
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