“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