Download this free, 140-page Flexible Packaging Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.  Learn more »
Glenroy invites you to download this playbook.
Article |

Bilingual packaging: ¿Qué pasa? (sidebar)

Especially Kraft-ed for Hispanics

One-hundred-year-old Kraft Foods has been reaching out to the Hispanic community for nearly 20 years. The company operates a Spanish-language Web site and this year it launched a Spanish-language magazine targeting Spanish moms. The company also introduced in 2003 in select markets several products in bilingual packaging: Kool-Aid Aguas Frescas soft drink mixes sold in individual packets Kraft Singles Manchego sliced sandwich cheese and Morelianas sandwich cookies that had been previously available only in Mexico. Another offering was Kraft’s first frozen pizza featuring information and preparation directions in both English and Spanish. Backed with a corrugated disk topped with a printed paper graphics sheet and sealed in shrink film the pizza retails in three varieties for $3.29 in Houston and Los Angeles.

Kraft’s Linda Crowder senior director multicultural marketing says the company considers a number of guiding principles surrounding bilingual packaging. “We need to understand how Hispanic consumers use the product and what challenges they may have when using the products” she informs Packaging World. “Then we focus on those opportunities to help consumers understand usage instructions flavors and promotional offers. Next we ensure the graphical design maintains a clear understandable brand recognition. Simple icons or pictures are helpful. And finally we execute the packaging changes in an efficient cost-effective manner.”

See the story that goes with this sidebar: Bilingual packaging: ¿Qué pasa?

Related Sponsored Content

44 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book of our editors’ selections for most innovative package designs of the past year.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.