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Nestlé package 'percolates' success

Nestlé Canada’s Nescafé Ice coffee syrup bottle earned the “Chairman’s Choice” award in the 2001 National Canadian packaging competition. Developed in conjunction with Graham Packaging Canada (Burlington, Ontario, Canada), the blow-molded, black opaque high-density polyethylene bottle has turned a lot of heads in grocery dairy aisles since its Canadian national rollout earlier this year. A U. S. introduction is expected at some point in the future.
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“We asked ourselves ‘What is the most common color found in dairy sections?’” says Jeff Stevens of North York Ontario-based Nestlé Canada. The answer he says is white. “We needed to create a contrast. We wanted people to say ‘wow what’s that?’”

The coffee syrup for iced coffee drinks earned initial success as a seasonal product last year. High customer demand brought it back permanently and on a national scale.

Stevens credits the product’s success in part with the debossed carafe-shaped bottle which also sports shiny foil-laminate pressure-sensitive front and back labels. A combination of letterpress and screen printing is used to convert the eight-color labels which are supplied by All-Stick (Bolton Ontario Canada). Stevens says the ice-blue background color of the label is meant to convey a sense of coolness. The package is topped off with a tamper-evident induction seal liner and blue closure from Polytop (Slatersville RI).

Nescafé Ice retails for an estimated C$2.50 for the 500-ml bottle to C$4.50 for the 1.5-L bottle. (ALR)

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