“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)
