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Sleeves and labels provide the ideal love match for Nescafe Gold Blend.

Eye-catching gold coloured sleeves from Decorative Sleeves are playing an important role in an innovative instant-win promotion from Nescafe Gold Blend, currently in partnership with the star-studded film Love Actually. As the coffee brand synonymous with romance, the Gold Blend promotion invites consumers to get tactile by "hugging" special heat-sensitive jars to identify winning packs.

The heat sensitivity is provided by a thermo-chromic panel on the jar's paper label, manufactured by Waddington Labels. When covered with the consumer's palm the panel becomes translucent, revealing the winning or losing copy, In order to prevent this being seen by the consumer, a full-length opaque sleeve was required. Traditionally such blocking out is used achieving silver, which has a dulling effect, but Nescafe naturally required a predominantly gold colour to tie in with its iconic brand.

Decorative Sleeves used its extensive printing knowledge and expertise to achieve the desired effect while producing a striking gold finish to maximise brand impact on-shelf. The six colour gravure printed sleeve also features a red heart and a promotional banner.

In addition, a window on the back of the sleeve is left unprinted to allow the Best Before End date to show through.

Contact Decorative Sleeves on tel: 01553 769319 or visit

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Copyright 2004 Gale, Cengage Learning. All rights reserved.

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Title Annotation:packaging equipment
Publication:Food Trade Review
Article Type:Brief Article
Geographic Code:4EXSI
Date:Feb 1, 2004
Previous Article:New bag-in-box filling machine.
Next Article:A Rapidz entrance.

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