Nescafé
Encyclopedia
Nescafé is a brand of instant coffee
made by Nestlé
. It comes in the form of many different products. The name is a portmanteau of the words "Nestlé" and "café". Nestlé's flagship powdered coffee product was introduced in Switzerland
on April 1, 1938 after being developed for seven or eight years by Max Morgenthaler.
called Taster's Choice, which supplanted Nescafé for many years. Taster's Choice was also introduced into Canada at the same time, and continues to be sold as a separate product, that is branded as superior to Nescafe, and is higher priced.
In the United Kingdom, a television advertisement
campaign starring Anthony Head
and Sharon Maughan
ran in 12 instalments 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 Nescafé brand in the US, and the product is now known as Nescafé Taster's Choice. It is sold in US supermarkets such as Safeway
in both glass and plastic packaging.
While the Nescafé 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, Nescafé 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 15 countries worldwide. Unlike other Nescafé products, most Dolce Gusto beverages use roasted and ground coffee, instead of instant coffee.
Other marketing activity included Experiential Marketing/Relationship Marketing
, which led Nescafé to become the headline sponsor of Good Food show 2008 at Birmingham NEC as part of their campaign to drive awareness of the increased Nescafé collection. 95% of consumers at this popular event rated the Nescafé Collection stand the best at the show. Nescafé used advanced 3D
technology to engage their consumers, led by iD Experiential.
In the UK in August 2009, Nescafé unveiled a £43m ad campaign for Nescafé, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".
English band Muse
successfully sued Nescafé in 2003 when its song "Feeling Good
" was used in a television advert without permission, donating the £500,000 compensation to Oxfam
.
Nescafé products include:
Nescafé have a speciality range which includes:
Nescafé have a Café Flavours range which includes:
Instant coffee
Instant coffee, also called soluble coffee and coffee powder, is a beverage derived from brewed coffee beans. Instant coffee is commercially prepared by either freeze-drying or spray drying, after which it can be rehydrated...
made by Nestlé
Nestlé
Nestlé S.A. is the world's largest food and nutrition company. Founded and headquartered in Vevey, Switzerland, Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and Farine Lactée Henri Nestlé, founded in 1866 by Henri...
. It comes in the form of many different products. The name is a portmanteau of the words "Nestlé" and "café". Nestlé's flagship powdered coffee product was introduced in Switzerland
Switzerland
Switzerland name of one of the Swiss cantons. ; ; ; or ), in its full name the Swiss Confederation , is a federal republic consisting of 26 cantons, with Bern as the seat of the federal authorities. The country is situated in Western Europe,Or Central Europe depending on the definition....
on April 1, 1938 after being developed for seven or eight years by Max Morgenthaler.
Branding and marketing
Nescafé is a brand within Nestlé. Nescafé can be traced back to the 1930s. In the US, the Nescafé name was used on its products up until the 1960s, Later, Nestlé (owners of the Nescafé brand) introduced a new brand in the United StatesUnited States
The United States of America is a federal constitutional republic comprising fifty states and a federal district...
called Taster's Choice, which supplanted Nescafé for many years. Taster's Choice was also introduced into Canada at the same time, and continues to be sold as a separate product, that is branded as superior to Nescafe, and is higher priced.
In the United Kingdom, a television advertisement
Television advertisement
A television advertisement or television commercial, often just commercial, advert, ad, or ad-film – is a span of television programming produced and paid for by an organization that conveys a message, typically one intended to market a product...
campaign starring Anthony Head
Anthony Head
Anthony Stewart Head , usually credited as Anthony Head, is an English actor and musician. He rose to fame in the UK following his role in television advertisements for Nescafé Gold Blend , and is known for his roles as Rupert Giles in Buffy the Vampire Slayer and as Uther Pendragon in...
and Sharon Maughan
Sharon Maughan
Sharon Maughan is a British actress.-Life and career:Maughan was born in Kirkby, Liverpool, one of five siblings in an Irish Catholic family...
ran in 12 instalments 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
Susan Moody
Susan Moody is the principal nom de plume of Susan Elizabeth Donaldson, née Horwood, a British novelist best known for her suspense novels...
(under the pseudonym Susannah James) was released in the same year.
In 2003, the company reintroduced the Nescafé brand in the US, and the product is now known as Nescafé Taster's Choice. It is sold in US supermarkets such as Safeway
Safeway Inc.
Safeway Inc. , a Fortune 500 company, is North America's second largest supermarket chain after The Kroger Co., with, as of December 2010, 1,694 stores located throughout the western and central United States and western Canada. It also operates some stores in the Mid-Atlantic region of the Eastern...
in both glass and plastic packaging.
While the Nescafé brand was created for soluble coffee, it has subsequently been used as an umbrella brand
Umbrella brand
An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity....
on a number of instant coffee products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees.
In 2006, Nescafé 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 15 countries worldwide. Unlike other Nescafé products, most Dolce Gusto beverages use roasted and ground coffee, instead of instant coffee.
Other marketing activity included Experiential Marketing/Relationship Marketing
Relationship marketing
Relationship marketing was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes customer retention and satisfaction, rather than a dominant focus on sales transactions....
, which led Nescafé to become the headline sponsor of Good Food show 2008 at Birmingham NEC as part of their campaign to drive awareness of the increased Nescafé collection. 95% of consumers at this popular event rated the Nescafé Collection stand the best at the show. Nescafé used advanced 3D
3D computer graphics
3D computer graphics are graphics that use a three-dimensional representation of geometric data that is stored in the computer for the purposes of performing calculations and rendering 2D images...
technology to engage their consumers, led by iD Experiential.
In the UK in August 2009, Nescafé unveiled a £43m ad campaign for Nescafé, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".
Lawsuits
In February 2005, the Associated Press reported Nestlé lost a lawsuit and was ordered to pay $15.6 million US to Russell Christoff for using an image of him without his permission on their Taster's Choice label for approximately five years (1998–2003). The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal. On October 31, 2007 The California Supreme Court, with a vote of 6–0, granted review.English band Muse
Muse (band)
Muse are an English alternative rock band from Teignmouth, Devon, formed in 1994. The band consists of school friends Matthew Bellamy , Christopher Wolstenholme and Dominic Howard...
successfully sued Nescafé in 2003 when its song "Feeling Good
Hyper Music/Feeling Good
-Release history:-In pop culture:"Feeling Good" is featured in the 2008 film Seven Pounds, starring Will Smith.The song is also featured in the video game The Saboteur....
" was used in a television advert without permission, donating the £500,000 compensation to Oxfam
Oxfam
Oxfam is an international confederation of 15 organizations working in 98 countries worldwide to find lasting solutions to poverty and related injustice around the world. In all Oxfam’s actions, the ultimate goal is to enable people to exercise their rights and manage their own lives...
.
Products
Nestlé claims that 3,000 cups of Nescafé are drunk every second.Nescafé products include:
- Nescafé Original
- Nescafé Classic
- Nescafé Classico
- Nescafé Gold Blend, (in Sweden called 'Lyx' as in 'Luxury')
- Nescafé Gold Blend Decaf, (in Sweden called 'Lyx' as in 'Luxury')
- Nescafé Gold Blend Half Caff
- Nescafé Black Gold
- Nescafé Spécial Filtre (in France)
- Nescafe Blend 43
- Nescafé Blend 37
- Nescafé Decaff
- Nescafé Half Caff
- Nescafé Fine Blend
- Nescafé Partners Blend (Fairtrade)
- Café Parisien (The Paris experience)
- Nescafé Suraya
- Nescafé Alta Rica
- Nescafé Alta Rica Decaff
- Nescafé Cap Colombie
- Nescafé Espresso
- Nescafé Red Cup (available in several European countries)
- Nescafé Green Blend (with more antioxidants, available in Sweden)
Nescafé have a speciality range which includes:
- Nescafé Cappuccino
- Nescafé Cappuccino Unsweetened
- Nescafé Cappuccino Skinny
- Nescafé Cappuccino Decaffeinated
- Nescafé Decaffeinated
- Nescafé Latte Macchiato
- Nescafé Latte
- Nescafé Latte Skinny
- Nescafé Ice Java Coffee Syrup
- Nescafé Excella
Nescafé have a Café Flavours range which includes:
- Vanilla
- Irish Cream
- Mocha
- Double Choca Mocha
- Mocha Skinny