Nescafe

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 years by Max Morgenthaler and Vernon Chapman.

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
• 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

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 States called Taster's Choice, which supplanted Nescafé for many years.

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".