“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)