Nestle doing strange things.

Packaging is getting its share of the blame for what's wrong with the environment. We've just updated a study of what packaging improvements shoppers are still willing to pay more for. We found plenty, even though some are looking for less packaging and others will only buy the absolutely cheapest version of anything.

A recent outdoor campaign from Nestle takes advantage of our longing for simpler and perhaps safer times, with ads for new flavors of Nestea that come in an old-fashioned, straight-walled bottle. I was driving when I said "Look at that billboard," to my passenger.

Strangely exotic flavor Strangely normal bottle/Nestea

He looked and said, "Is Nestle selling peroxide?" I knew the bottle reminded me of something.

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