CPG Product Multilingual Labeling

Should you use multilingual packaging for CPG products?

This post will discuss when multilingual labeling for consumer packaged goods (CPGs) is absolutely necessary and when, although not necessary, could be a great strategic marketing choice.

Legislation - the case for multilingual labeling when it is necessary.

When deciding on your CPG labeling, consult with the requisite standards bureau for rules that may apply for each of the markets to which you will distribute your products.

For instance, Canadian labeling laws for CPGs sold in Quebec require that the French language copy be given equal prominence as English. Conversely, although the U.S., has specific category and product requirements, mandatory bodies do not require equal prominence. The matter of multilingual labelling therefore becomes more a matter of marketing strategy in some cases. 

See the case of Capn Crunch below. That brand complies so strictly with the Canadian requirements. It even does so with font size, color and letter format (whether upper or lower case). Notice how, in the case of Capn Crunch, each language is represented in a separate way that is consistent in different parts of the packaging to help consumers to easily find their language.  

 

The case of Nature Valley below takes a slightly different approach. Each side of the box has a different language on otherwise identical labeling. However, the side panels (not shown here) have all the other details.

Below is an example of how more technical details are represented with equal prominence between or among languages. 

The Canada cases show the highest level of compliance with multilingual labeling that you can consider, even if your jurisdiction does not have requirements. When you are left with the choice, consider the following strategic reasons that you might consider multilingual labeling anyway.

Strategic Marketing Objectives - The case for multilingual labeling for CPGs when it is a choice

There are different reasons for wanting to use multilingual labeling that include the following. 

• To enter or penetrate a market segment with specific demographics. Who comes into contact with your product? Can you convert more of these leads if you could communicate with them through labeling? A good case study is the US in which the Hispanic population grew to 38.8 million, a 10% increase since 2000. For nearly 50% of persons within that segment, Spanish was their primary or only language. This case shows the need to study the demographics of the market in contact with your distribution channels. Specifically, if the foreign language segment matches your product, multilingual labeling might improve your ability to attract it into your sales funnel and convert more leads. Your instore / Point of Purchase (POP) advertising ought to be multilingual, at the very least. 

• To ensure consumer satisfaction and brand loyalty. If the proper method of using your product or some other technical is new to the foreign language segment, using their language is a must for ensuring consumers have a satisfactory experience and remain loyal. This is why cosmetic and health care packaging commonly offer instructions in as many as 4 languages in regions like Europe. The last thing you need is for consumers to misuse or otherwise misunderstand your product and develop a negative impression of your brand. 

DO's

• Consult your legal team regarding the requirements for each region of distribution. What details must be included in labels and where? What font size requirements exist? (After all, some languages, like Spanish, typically require more label real estate than English). What level of prominence is required if multilingual packaging is normal?  
• Glocalize labels. Convey the message across languages (ie rather than providing literal translations). Since literal translations often vary in meaning across cultures, be clear on the culture-specific message you want to convey and use the appropriate wording. Remember; function before form! Do not stress if the new language lacks some of the flare or a joke. To glocalize more effectively, you might even prefer to transliterate your brand when the other language does not use letters. For instance, before the Beijing Olympics, Coca Cola transliterated its branding into Mandarin, Ethiopian, Thai and Russian languages. 

• When faced with the challenge of managing space on the label, legibility of extra words and the label's overall attractiveness, start your selection regarding what must appear on the label with the most powerful purchase motivation factors that must be most readily communicated. Depending on the product, they are usually solutions to your target market's painpoints or a means of catering to desires. Those should be most readily communicated through each language. Other details may appear on secondary panels.
• When it is not possible to include all of the details onto the label's surface, use extended content labels. This label can be unpeeled, stuck on, or scanned via QR codes to reveal the other languages. Product tags may also be used. 

• Use universally understood symbols to minimize your word count.

CONTENT RELATED TO CPG PRODUCT MULTILINGUAL LABELING

• Instore / Point of Purchase (POP) advertising 
• Ensure that your product labels avoid 'warning defects' - one of the risks against which product liability insurance can protect your business.