Nescafé - Coffee Made By Nestle

Nescafe© is a brand of instant coffee made by Nestle©. It comes in many different forms. The name is a portmanteau of the words "Nestle©" and "cafe©". Nestle© first introduced their flagship powdered coffee brand in Switzerland on April 1, 1938.

History

Nestle© began developing an instant coffee brand in 1930, at the initiative of the Brazilian government, to help to preserve the substantial surplus of the annual Brazilian coffee harvest. Max Morgenthaler led the development project. Nestle© introduced the new product under the brand name "Nescafe©" on April 1, 1938. In 1965, Nestle© introduced a freeze-dried coffee brand called "Nescafe© Gold" in Europe.

Marketing

In the United States, Nestle© used the Nescafe© name on its products until the late 1960s. Later, Nestle© introduced a new brand in the US and Canada called Taster's Choice, which supplanted Nescafe© for many years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafe© and higher priced.

In the United Kingdom, a television advertisement campaign, the Gold Blend couple starring Anthony Head and Sharon Maughan ran in 12 installments between 1987 and 1993. The first 11 episodes were released as a promotional compilation video called Love Over Gold in 1993. A novelisation of the same name written by Susan Moody (under the pseudonym Susannah James) was released in the same year.

In 2003, the company reintroduced the Nescafe© brand in Canada and the US, and the product is now known as Nescafe© Taster's Choice. It is sold in North American supermarkets in both glass and plastic packaging.

While the Nescafe© brand was created for soluble coffee, it has subsequently been used as an umbrella brand on a number of instant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.

In 2006, Nescafe© launched the new coffee machine system "Dolce Gusto" ("sweet taste" in Italian). The system allows consumers to make various styles of coffees themselves (cappuccino, latte macchiato, espresso, lungo, etc.). Additionally, hot chocolate and cold drinks can be prepared with the machine. The machines are now sold in more than 60 countries. Unlike other Nescafe© products, most Dolce Gusto beverages use roasted and ground coffee beans, instead of instant coffee.

Other marketing activity included experiential marketing/relationship marketing, which led Nescafe© to become the headline sponsor of Good Food Show 2008 at Birmingham NEC as part of their campaign to drive awareness of the increased Nescafe© collection. About 95% of consumers at this popular event rated the Nescafe© Collection stand the best at the show. Nescafe© used advanced 3D technology to engage their consumers, led by iD Experiential.

In the UK in August 2009, Nescafe© unveiled a Â£43 m ad campaign for Nescafe©, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".

Nescafe© was ranked 153rd among India's most trusted brands according to the Brand Trust Report 2012, a study conducted by Trust Research Advisory. In the Brand Trust Report 2013, Nescafe© was ranked 230th among India's most trusted brands and subsequently, according to the Brand Trust Report 2014, Nescafe© was ranked 209th among India's most trusted brands.

Lawsuits

In February 2005, the Associated Press reported Nestle© lost a lawsuit and was ordered to pay US$15.6 million to Russell Christoff for using an image of him without his permission on their Taster's Choice label for approximately five years (1998â€“2003). The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal. On 31 October 2007, the California Supreme Court, with a vote of 6â€“0, granted review. On 17 August 2009, the court reversed the judgment (opinion S155242) and remanded the case to the trial court to consider whether the ad campaign covered a "single publication," which would have prevented Christoff from suing because the statute of limitations would have lapsed, or multiple publications.

English band Muse successfully sued Nescafe© in 2003 when their song "Feeling Good" was used in a television ad without permission, and donated the Â£500,000 compensation to Oxfam.

Products

Nescafe© products include:

Nescafe©'s speciality range includes:

Nescafe© Latte

Vanilla
Irish Cream
Mocha
Double Choca Mocha
Mocha Skinny

They also have 3-in-1 sachets,namely:

3-in-1 Original
3-in-1 Sweet And Creamy
3-in-1 Creamylatte (more cream)
3-in-1 Chocolatte (chocolate flavored)
3-in-1 Strong and Rich (stronger flavor)
3-in-1 Cappuccino (cappuccino with choco crumble)
3-in-1 Mocha
3-in-1 White Coffee (contains real Nestle Milk)
3-in-1 Xtra Strong (in Ukraine)
3-in-1 Turbo (in Ukraine)
3-in-1 Coconut Mix (in Ukraine)
3-in-1 Creamy (in Ukraine)
3-in-1 Brown Sugar (in Ukraine)

A five-gram sachet of instant coffee contains 57Â mg of caffeine.

Jumat, 07 Oktober 2016