Nescafé is a brand of

coffee Coffee is a drink prepared from roasted coffee beans. Darkly colored, bitter, and slightly acidic, coffee has a stimulant, stimulating effect on humans, primarily due to its caffeine content. It is the most popular hot drink in the world. S ...

made by

Nestlé Nestlé S.A. (; ; ) is a Switzerland, Swiss multinational food and drink processing conglomerate corporation headquartered in Vevey, Vaud, Switzerland. It is the largest publicly held food company in the world, measured by revenue and other me ...

. It comes in many different forms. The name is a

portmanteau A portmanteau word, or portmanteau (, ) is a blend of words Nestlé first introduced their flagship coffee brand in

Switzerland ). Swiss law does not designate a ''capital'' as such, but the federal parliament and government are installed in Bern, while other federal institutions, such as the federal courts, are in other cities (Bellinzona, Lausanne, Luzern, Neuchâtel ...

on 1 April 1938.

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 1 April 1938. Nescafé is a soluble powdered coffee that became an American staple during World War II. In 1965, Nestlé introduced a

freeze-dried Freeze drying, also known as lyophilization or cryodesiccation, is a low temperature dehydration process that involves freezing the product and lowering pressure, removing the ice by sublimation. This is in contrast to dehydration by most conve ...

coffee brand called "Nescafé Gold" in Europe. In 1966, Nestlé developed a freeze-dried coffee brand under the name Taster's Choice.

Marketing

In the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territorie ...

, 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 years. The company continues to sell Taster's Choice as a separate product, branded as superior to Nescafé and higher priced. In the United Kingdom, a

television advertisement A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

campaign, the

Gold Blend couple The Gold Blend couple was a British television advertising campaign for Nescafé "Gold Blend" instant coffee, developed by McCann Erickson and which ran from 1987 to 1993. Background The original campaign ran for twelve 45-second instalments betwe ...

starring

Anthony Head Anthony Stewart Head (born 20 February 1954) is an English actor and singer. Primarily a performer in musical theatre, he rose to fame in the UK in the 1980s following his role in the Gold Blend couple television advertisements for Nescafé, w ...

and

Sharon Maughan Sharon Patricia Maughan (born 22 June 1950) is a British actress. Early life Sharon Mughan grew up in Kirkby, Lancashire, with her four siblings. She later changed her surname to "Maughan". Career Upon graduating from RADA, Maughan gained h ...

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 (born 1940 in Oxford) is the principal pen name of Susan Elizabeth Horwood, an English novelist best known for her suspense novels. After marrying Professor John Dalgleish Donaldson in Oxford, Oxfordshire, on 5 September 2001, sh ...

(under the pseudonym Susannah James) was released in the same year. The legendary boxer

Chris Eubank Christopher Livingstone Eubank (born 8 August 1966) is a British former professional boxer who competed from 1985 to 1998. He held the WBO middleweight and super-middleweight titles between 1990 and 1995, and is ranked by BoxRec as the thir ...

and soccer star

Ian Wright Ian Edward Wright (born 3 November 1963) is an English television and radio personality and former professional footballer. He works as a pundit for BBC Sport and ITV Sport. Wright enjoyed success with London clubs Crystal Palace and Arsenal ...

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 Umbrella branding (also known as family branding) is a marketing practice involving the use of a single brand name for the sale of two or more related products. Umbrella branding is mainly used by companies with a positive brand equity (value o ...

on a number of

instant coffee Instant coffee is a beverage derived from brewed coffee beans that enables people to quickly prepare hot coffee by adding hot water or milk to coffee solids in powdered or crystallized form and stirring. Instant coffee solids (also called sol ...

products, including, in the UK, Gold Blend and Blend 37 freeze-dried coffees. In 2006, Nescafé launched the new coffee machine system "

Dolce Gusto The Nescafé Dolce Gusto is a coffee capsule system from Nestlé. The machines are produced by hardware manufacturers Arno from Næver, Krups and De'Longhi. Devices Melody series The first series of 2006 consisted of the models KP2000 (Black/S ...

" ("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

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". 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. Nestle India has branded

as Nescafe Classic and the 70:30 mix of instant coffee and

chicory Common chicory ('' Cichorium intybus'') is a somewhat woody, perennial herbaceous plant of the family Asteraceae, usually with bright blue flowers, rarely white or pink. Native to the Old World, it has been introduced to North America and Austra ...

as Sunrise. 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. In Pakistan, Nescafe launched an annual music show based on the same theme as of ''

Coke Studio Coke Studio may refer to: * ''Coke Studio'' (Pakistan), a Pakistani television series featuring live music performances. * ''Coke Studio'' (India), an Indian television series featuring live music performances. * ''Coke Studio Bangla'', a Banglade ...

'', named '' Nescafe 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).CBS News Articl
$15.6M Award For Coffee 'Mug'
February 2, 2005. 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 The Supreme Court of California is the highest and final court of appeals in the courts of the U.S. state of California. It is headquartered in San Francisco at the Earl Warren Building, but it regularly holds sessions in Los Angeles and Sacra ...

, 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 A statute of limitations, known in civil law systems as a prescriptive period, is a law passed by a legislative body to set the maximum time after an event within which legal proceedings may be initiated. ("Time for commencing proceedings") In m ...

would have lapsed, or multiple publications.

Influence in the world

*In 1981, an advertising commercial of a train was made, the musical theme was "

La Colegiala "La Colegiala" ("the collegian", or "girl student" in Spanish language, Spanish) is a Latin iconic song composed in 1975 by Walter León Aguilar, leader of the Peruvian Cumbia music, Cumbia ensemble "Los Ilusionistas", and made hugely popular in th ...

" composed by

Rodolfo Aicardi Marco Tulio Aicardi Rivera (23 May 1946 – 24 October 2007), better known by the name Rodolfo, was a Colombian singer of tropical music who was active from the 1960s until his death. He is most famous for his song "La Colegiala" credited to Rod ...

. *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". *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 de 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"). English band

Muse In ancient Greek religion and mythology, the Muses ( grc, Μοῦσαι, Moûsai, el, Μούσες, Múses) are the inspirational goddesses of literature, science, and the arts. They were considered the source of the knowledge embodied in the ...

successfully sued Nescafé in 2003 when their song "

Feeling Good "Feeling Good" (also known as "Feelin' Good") is a song written by English composers Anthony Newley and Leslie Bricusse for the musical ''The Roar of the Greasepaint – The Smell of the Crowd''. It was first performed on stage in 1964 by Cy Gr ...

" was used in a television ad without permission, and donated the £500,000 compensation to

Oxfam Oxfam is a British-founded confederation of 21 independent charitable organizations focusing on the alleviation of global poverty, founded in 1942 and led by Oxfam International. History Founded at 17 Broad Street, Oxford, as the Oxford Co ...

References

External links