“Over time consumers indicated that the strong coffee equity of Folgers overwhelmed the packaging communication. Shoppers didn’t realize that Café Latte is a creamy instant coffee different from regular ground Folgers” says Jason Shaw design manager for Folgers.
Designers from Libby Perszyk Kathman (Cincinnati OH) created packaging to give the product a crafted-to-order aromatic expert-made and frothy appearance. The new container and graphics helped relaunch the product in November. (Shown here are the new graphics.) The injection-molded HDPE canister from Technimark (Asheboro NC) is decorated with a polypropylene glue-on label from Lawson Mardon (Schaumburg IL) flexo printed in eight colors. A foil barrier liner with PE from Winpak (Langhorne PA) provides moisture barrier. An HDPE overcap completes the package.
Café Latte is filled in the Folgers plant in New Orleans LA. It is currently available in grocery club and mass merchandise channels. While P&G doesn’t set prices Café Latte retails for approximately $3.99. —ALR