Potato Chips: A Localization Case Study
Returning from a recent trip to France, I purchased a bag of Lay’s potato chips at the airport in Paris right before boarding the plane. This bag of chips turned out to be a virtual case study in localization. These chips were distributed in France by Pepsico France SNC. Pepsico Corporation is, of course, the maker of Pepsi and an iconic American company headquartered in Atlanta, Georgia USA.
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Roasted Chicken Potato Chips
The bag of chips I purchased caught my eye because the flavor promoted on the package was Poulet Rôti et Thym (Roasted Chicken with Thyme)! Many flavors of chips are available in supermarket aisles in the US (where I live), but this is not one of them. In fact, I was shocked at first—to an American palate, this flavor was not particularly appealing. But, I was hungry, so I thought I’d give it a try. In fact, the chips tasted exactly like roasted chicken and were pretty good.
Some Foods Get Lost in Translation
This impromptu case study goes hand in hand with an article I read about the “new” strategy that most major US food corporations are taking when selling various food products abroad. The article, called Some Foods Get Lost in Translation, emphasizes that companies are carefully picking the products that they market and sell abroad (which was, apparently, not always the case). As the article states, “Food, more than most products, is an expression of culture.”
The Steps in Localizing a Potato Chip
While eating my chips, I read the packaging (and saved the bag!) and noticed several things:
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- The flavors have been “localized”—modified for the specific (French) target market. Some of the chip flavors selected for the French market are much different than those sold in the US (and would, presumably, meet with little success on American shelves, judging, unscientifically, by my own reaction). Others are stand-bys that also are in the American market as well.
- The approach to translation was inconsistent (but, presumably, on purpose)—the names of “standard” American flavors were left in English and then translated below images of the various flavors. Some names were written directly in French and one flavor was a mixture of the two languages.
- The packaging varied from American packaging—of course it was in French instead of English but it also approached nutritional information differently and the weight of the product was not on the front of the bag, for example.
Note that the additional flavors on the back of the package include:
- Barbecue—a flavor well-known to Americans
- Bolognaise (Bolognese)—perhaps a little off-putting to Americans
- Spicy—written in French and translated as épicé
- Fromage (Cheese)
- Moutarde Pickles—written just like that with a mixture of both French and English, with an asterisk noting that pickles are condiments. This flavor seems to have been developed for French tastes, and probably would not go over too well in the US.
- Nature—which means plain, but does not have a negative connotation, but rather more of one meaning “simple, without uncessary addiditives”
- Poulet Rôti Format XL— Roasted Chicken Extra Large (size)
- Salt & Vinegar—listed in English and translated at the asterisk by Sel et Vinaigre
- Cream & Onion—listed in English and translated at the asterisk by Crème et Oignon
I think providing asterisk translations but leaving certain flavors in English was an interesting choice because it impedes immediate understanding and is a bit cumbersome to read. To leave them in English, Lay’s must feel strongly that these flavor names carry a sort of cachet, or desire product consistency on a global basis.
The French packaging does not specify “potato chips” on the front of the bag, but communicates this only by the well-known brand name (Lay’s) and a picture of potato chips (and chicken). Nutritional information is displayed on the front of the packaging as well as on the back, emphasizing that the chips contain 63% less fat (than what is not specified on the front, but on the back it notes: 63% less fat than the average chip). The back of the package lists an easy-to-read nutritional table (presumably required by regulation, but a handy reference nonetheless).
Conclusion: Localization Required for Success!
This product shows that anything can be localized—and that certain products must be! It obviously takes communication and cooperation between various departments within a company to successfully adapt and market a product to new markets. For example, the product development group and the marketing team surely worked together to create Lay’s line of potato chips sold in France. Each player has to pay specific attention to the market being targeted and can’t hope to simply sell American products while ignoring cultural (and regulatory) requirements.
I will be going back to France soon and plan to try out Mustard Pickles chips—sounds tasty!
Disclaimer: I have never worked for Lay’s or Pepsico and am writing this article only from the perspective of a global consumer.
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Localization Digs Deep: Kit Kat Bars in Japan
Tags: Cross Cultural, Culture, L10N, Localization, Marketing, Translation
