Nescafé is a brand of
instant coffee made by the
Vevey-based company
Nestlé. It comes in many different forms. The name is a
portmanteau of the words "Nestlé" and "café".[1] Nestlé first introduced their flagship coffee brand in
Switzerland on April 1, 1938.[1]
History
Nestlé began developing a 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. Nestlé introduced the new product under the brand name "Nescafé" on April 1, 1938.[1] Nescafé is a soluble powdered coffee that became an American staple during
World War II.[2]
In 1965, Nestlé introduced a
freeze-dried coffee brand called "Nescafé Gold" in Europe.[1]
In 1966, Nestlé developed a freeze-dried coffee brand under the name Taster's Choice.[2]
Marketing
In the
United States, Nestlé used the Nescafé name on its products until the late 1960s. Later, Nestlé introduced a new brand in Canada and the US called Taster's Choice, which supplanted Nescafé for many[vague] years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced.[citation needed]
In the United Kingdom, a
television advertisement campaign, the
Gold Blend couple starring
Anthony Head and
Sharon Maughan ran in 12 instalments between 1987 and 1993.[3] 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.[4] The legendary boxer
Chris Eubank and soccer star
Ian Wright featured separately in television ads in the late 1990s and 2000s.
In 2003, the company reintroduced the Nescafé brand in Canada and the US, and the product is now known as Nescafé Taster's Choice. It is sold in North American supermarkets 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.
Old Nescafé tin
"Dolce Gusto" capsules
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 60 countries. Unlike other Nescafé products, most Dolce Gusto beverages use roasted and ground coffee beans, instead of instant coffee.
In the UK in August 2009, Nescafé unveiled a £43 million ad campaign for Nescafé, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".[5]
Nescafé 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, Nescafé was ranked 230th among India's most trusted brands and subsequently, according to the Brand Trust Report 2014, Nescafé was ranked 209th among India's most trusted brands.[6] Nestle India has branded
instant coffee as Nescafe Classic and the 70:30 mix of instant coffee and
chicory as Sunrise.[7] In Australia and New Zealand, the original instant coffee is branded "Blend 43", originally to differentiate product made locally from imported beans, from the imported version.[8][9]
In Pakistan, Nescafe launched an annual music show based on the same theme as of Coke Studio, named Nescafé Basement.
Lawsuits
In February 2005, the Associated Press reported Nestlé 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 (1998–2003).[10] The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal.[11] On October 31, 2007, the
California Supreme Court, with a vote of 6–0, granted review. On August 17, 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.[12]
Influence in the world
In 1981, an advertising commercial of a train was made, the musical theme was "
La Colegiala" composed by
Rodolfo Aicardi.[13]
Due to the enormous popularity of Nescafé, during the Second World War, "all the production of the American plant was reserved only for the use of the military".[citation needed]
In Ecuador, a
Boeing 737-200 from the
AeroGal company was painted red to promote the brand.
In Chile, since 2009 the brand has sponsored and helped to restore a well-known Chilean theater that was in decline, making it the first Nescafé theater in the world and naming it the Nescafé Theater of the Arts. In previous years, the brand was sponsoring different stars of Canal 13, such as Esta Noche Fiesta and Tuesday 13, the 123 Nescafé competition and was for some time the sponsor of different campaigns of the Chilean Telethon, returning as sponsor to the campaign in 2011. In turn, its variant Nescafé Dolca was sponsor of Una Vez Más of Canal 13.
In the Philippines, an advertising commercial was released in 2020 with their newest jingle and slogan, "Babangon tayo, susulong tayo" ("We will rise, we will advance").[citation needed]
English rock band
Muse successfully sued Nescafé in 2003 when their song "
Feeling Good" was used in a television ad without permission, and donated the £500,000 compensation to
Oxfam.[14]
^"Susan Moody". Contemporary Writers. Archived from
the original on December 15, 2010. Retrieved October 25, 2010. Susan Moody is also the author of the romantic fiction title Love Over Gold (1993, writing as Susannah James) inspired by a television advertising campaign
1 Currently manufactured by
General Mills in the U.S. and Canada. Produced by
Cereal Partners under the Nestlé brand elsewhere. 2 Brand owned by
General Mills; U.S. and Canadian production rights controlled by Nestlé under license. 3 U.S. production rights owned by
The Hershey Company. 4 U.S. rights and production owned by the
Smarties Candy Company with a different product. 5 U.S. rights and specific trade dress owned by Nestlé; rights elsewhere owned by
Associated British Foods. 6 Produced by Cereal Partners, branded as Nestlé. 7 Produced by Cereal Partners and branded as Nestlé in the U.K. and Ireland. Produced by
Post Foods elsewhere. 8 Philippine production rights owned by
Alaska Milk Corporation. 9 Singaporean, Malaysian and Thai production rights owned by
Fraser and Neave. 10 Used only in Indonesia, Thailand, and Cambodia. 11 Used only in the Philippines. 12 U.S. production rights owned by the
Ferrara Candy Company. 13NA rights and specific trade dress to all packaged coffee and other products under the Starbucks brand owned by Nestlé since 2019. 14 Brand owned by
Mars, sold by Nestlé in Canada. 15 Produced by
Froneri in the U.S. since 2020.