Instant coffee is THE relevant coffee product, especially in Eastern Europe and Russia. There – in contrast to us – it is also associated with enjoyment and premium aspects. The demands on the packaging are correspondingly high, primarily high-grade, wide-necked glass containers. Tchibo – as the actual roasted coffee specialist – operates here with its “Tchibo Exclusive” instant coffee range. The hourglass-shaped container glass originally used for this product performed very well from a market and marketing perspective, but from an overall economic point of view it had considerable cost disadvantages.
Our task was to develop a new container glass with our packaging optimisation PLUS approach that performs well in terms of costs from a production and sales perspective, but without losing attractiveness from a brand and consumer perspective. In the end, a new optimized glass family was developed that can now do both – meet the economic and design requirements of packaging.
The relaunch – consisting of the sizes 50, 100 and 200g – was successfully introduced in the instant coffee affine Eastern European countries Poland, Russia and other former CIS states as well as in Germany.
