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{{Short description|Coffee brand}}{{ |
{{Short description|Coffee brand}} |
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{{Redirect|Taster's Choice|the Italian band|Tasters (band)|the advertising campaign|Gold Blend couple}} |
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{{Infobox Brand |
{{Infobox Brand |
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|logo = [[File:Nescafé wordmark.svg|250px|alt=Nescafé Logo]] |
|logo = [[File:Nescafé wordmark.svg|250px|alt=Nescafé Logo]] |
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== History == |
== History == |
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[[File:Nescafé_1984.png|thumb|200px|The logo of Nescafé used in 1984–1998.]] |
[[File:Nescafé_1984.png|thumb|200px|The logo of Nescafé used in 1984–1998.]] |
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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 1 April 1938.<ref name="Nescafé Coffee History" /> Nescafé is a soluble powdered coffee that became an American staple during World War II.<ref name=":0">{{Cite book|url=https://books.google.com/books?id=DOJMAgAAQBAJ&q=Nescaf%C3%A9+history+in+the+US&pg=RA1-PA693|title=The Oxford Encyclopedia of Food and Drink in America|last=Smith|first=Andrew|date=2013-01-31|publisher=OUP USA|isbn=9780199734962|language=en}}</ref> |
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 1 April 1938.<ref name="Nescafé Coffee History" /> Nescafé is a soluble powdered coffee that became an American staple during World War II.<ref name=":0">{{Cite book|url=https://books.google.com/books?id=DOJMAgAAQBAJ&q=Nescaf%C3%A9+history+in+the+US&pg=RA1-PA693|title=The Oxford Encyclopedia of Food and Drink in America|last=Smith|first=Andrew|date=2013-01-31|publisher=OUP USA|isbn=9780199734962|language=en}}</ref> |
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In 1965, Nestlé introduced a [[Freeze-drying|freeze-dried]] coffee brand called『Nescafé Gold』in Europe.<ref name="Nescafé Coffee History" /> |
In 1965, Nestlé introduced a [[Freeze-drying|freeze-dried]] coffee brand called『Nescafé Gold』in Europe.<ref name="Nescafé Coffee History" /> |
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== Marketing == |
== Marketing == |
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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|date=March 2017}} years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced.{{ |
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|date=March 2017}} years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced.{{citation needed|date=March 2017}} |
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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.<ref>{{cite web | url = http://www.betsyda.com/ash/items/ahgoldblend.html | title = Gold Blend/Taster's Choice | access-date = 2010-10-25 | last = Vera | first = Betsy | date = 2001-04-01 | archive-url = https://web.archive.org/web/20080618052357/http://www.betsyda.com/ash/items/ahgoldblend.html | archive-date = 2008-06-18}}</ref> 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.<ref>{{cite web | url = http://www.contemporarywriters.com/authors/?p=auth203 | title = Susan Moody | access-date = 2010-10-25 | publisher = Contemporary Writers | location = United Kingdom | archive-url = https://web.archive.org/web/20101215085517/http://www.contemporarywriters.com/authors/?p=auth203 | archive-date = 2010-12-15 | quote = 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 | url-status = dead }}</ref> The legendary boxer [[Chris Eubank]] and soccer star [[Ian Wright]] featured separately in television ads in the late 1990s and 2000s. |
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.<ref>{{cite web | url = http://www.betsyda.com/ash/items/ahgoldblend.html | title = Gold Blend/Taster's Choice | access-date = 2010-10-25 | last = Vera | first = Betsy | date = 2001-04-01 | archive-url = https://web.archive.org/web/20080618052357/http://www.betsyda.com/ash/items/ahgoldblend.html | archive-date = 2008-06-18}}</ref> 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.<ref>{{cite web | url = http://www.contemporarywriters.com/authors/?p=auth203 | title = Susan Moody | access-date = 2010-10-25 | publisher = Contemporary Writers | location = United Kingdom | archive-url = https://web.archive.org/web/20101215085517/http://www.contemporarywriters.com/authors/?p=auth203 | archive-date = 2010-12-15 | quote = 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 | url-status = dead }}</ref> The legendary boxer [[Chris Eubank]] and soccer star [[Ian Wright]] featured separately in television ads in the late 1990s and 2000s. |
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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".<ref>[https://www.theguardian.com/media/2009/aug/31/nescafe-nestle-43m-advertising Nescafé launches £43m ad push]</ref> |
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".<ref>[https://www.theguardian.com/media/2009/aug/31/nescafe-nestle-43m-advertising Nescafé launches £43m ad push]</ref> |
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Nescafé was ranked 153rd among India's most trusted brands according to the [[The Brand Trust Report|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.<ref>{{Cite web|url =http://www.trustadvisory.info/allindia_2014.html|title =India's Most Trusted Brands 2014|publisher =Trust Research Advisory|url-status =dead|archive-url =https://web.archive.org/web/20150502221904/http://www.trustadvisory.info/allindia_2014.html|archive-date =2015-05-02}}</ref> Nestle India has branded [[instant coffee]] as Nescafe Classic and the 70:30 mix of instant coffee and [[chicory]] as Sunrise. |
Nescafé was ranked 153rd among India's most trusted brands according to the [[The Brand Trust Report|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.<ref>{{Cite web|url =http://www.trustadvisory.info/allindia_2014.html|title =India's Most Trusted Brands 2014|publisher =Trust Research Advisory|url-status =dead|archive-url =https://web.archive.org/web/20150502221904/http://www.trustadvisory.info/allindia_2014.html|archive-date =2015-05-02}}</ref> Nestle India has branded [[instant coffee]] as Nescafe Classic and the 70:30 mix of instant coffee and [[chicory]] as Sunrise.<ref>[http://www.thehindubusinessline.com/2003/09/13/stories/2003091301251100.htm Chicory notification may not hit HLL, Nestle — `PFA rule amendment only minor']</ref> In Australia and New Zealand, the original instant coffee is branded "Blend 43", originally to differentiate the locally manufactured product from the imported version.<ref>{{Cite web|title=NESCAFÉ BLEND 43 Coffee Can 1kg x 6|url=https://www.nestleprofessional.com.au/nescafe/nescafe-blend-43-coffee-can-1kg-x-6|access-date=2020-11-24|website=Nestlé Professional|language=en-au}}</ref> |
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In Pakistan, Nescafe launched an annual music show based on the same theme as of ''[[Coke Studio (Pakistani TV program)|Coke Studio]]'', named ''[[Nescafe Basement]]''. |
In Pakistan, Nescafe launched an annual music show based on the same theme as of ''[[Coke Studio (Pakistani TV program)|Coke Studio]]'', named ''[[Nescafe Basement]]''. |
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== References == |
== References == |
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{{ |
{{Reflist}} |
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== External links == |
== External links == |
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{{Nestlé}} |
{{Nestlé}} |
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{{Coffee}} |
{{Coffee}} |
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{{Authority control}} |
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{{DEFAULTSORT:Nescafe}} |
{{DEFAULTSORT:Nescafe}} |
Product type | Coffee |
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Owner | Nestlé |
Country | Switzerland |
Introduced | April 1, 1938; 86 years ago (April 1, 1938) |
Markets | Worldwide |
Tagline | It all starts with a Nescafé. |
Website | Official website |
Nescafé is a brand of coffee made by Nestlé. It comes in many different forms. The name is a portmanteau of the words『Nestlé』and "café".[3] Nestlé first introduced their flagship coffee brand in Switzerland on 1 April 1938.[3]
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 1 April 1938.[3] Nescafé is a soluble powdered coffee that became an American staple during World War II.[4]
In 1965, Nestlé introduced a freeze-dried coffee brand called『Nescafé Gold』in Europe.[3]
In 1966, Nestlé developed a freeze-dried coffee brand under the name Taster's Choice.[4]
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.[5] 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.[6] 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.
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".[7]
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.[8] Nestle India has branded instant coffee as Nescafe Classic and the 70:30 mix of instant coffee and chicory as Sunrise.[9] In Australia and New Zealand, the original instant coffee is branded "Blend 43", originally to differentiate the locally manufactured product from the imported version.[10]
In Pakistan, Nescafe launched an annual music show based on the same theme as of Coke Studio, named Nescafe Basement.
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).[11] The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal.[12] On 31 October 2007, the California Supreme Court, with a vote of 6–0, 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.[13]
English 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]
{{cite web}}
: CS1 maint: url-status (link)
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
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