Nescafé is beloved around the world. What began as a solution to Brazil’s coffee surplus problem during the Great Depression is now one of the most consumed beverages on the planet.
*What if Nescafé had tried this today, though? Marketing today looks much different:* 🔗 https://clickhubspot.com/cb68d2
According to Nestlé, over 6,100 cups of Nescafé are sipped every second. But how did Nestlé convince tea-loving nations like Japan and the UK and coffee-producing countries like Mexico alike to embrace instant coffee? The Hustle’s Noelle Medina breaks down the strange and strategic rise of Nescafé. It’s not just a story about coffee — it’s a case study in global marketing, cultural psychology and how one brand rewired our daily rituals.
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31 Comments
What if Nescafé had tried this today, though? Marketing today looks much different: 🔗 https://clickhubspot.com/19074f
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Drank three mugs of NESCAFE clasico this morning in a 16 oz. Mug with two heaping tablespoons of instant coffee, delicious!
Not the entire world, I dislike coffee!
Instant coffee is most affordable, easiest to make, and has the least amount of waste (at least from a consumer perspective). Cheers.
Instant coffee is not bad there's specialty instant coffee it's not like it used to be
Cool look behind the strategies. Thanks.
They have Nescafé coffee shops in Japan
I wondered why instant coffee is so popular in Vietnam…
Hustle lists the top 5 Nescafe loving countries several times. Acknowledges and discusses 1, 2, 4, and 5. Where's 3?😂
Quick, convenient, somehow tasty, easy to make, and not so expensive compared to grounded coffee. I have a jar of it as a backup.
Yeah, it's not great. But it's relatively cheap and easy. Perhaps oddly, with meals I actually prefer the less flavorful and rich instant coffee.
Same as in New Zealand / Australia, we don't really like instant coffee the only time we drink it is the standard tea / coffee served in the world staff room provided by the company. We'd must rather get proper expresso (the flat white was invented in New Zealand!) with milk or non dairy alternatives. Hence why starbucks exists but doesn't do very well.
Uy Pilipins!!! Philippines!! Whooooo!! 🇵🇭
I always thought we Greeks being proud of Nescafe Frappé being our "national invention" is hilarious 😂
Is there a connection between Nescafé and Nespresso?
This is very interesting, learned a lot about instant coffee I didn't know before. But, please forgive me, the mispronunciation of the product name was very distracting. It's not "Ness Cafe" (as if it were two words). It's Nescafe. All one word, like the lady in the old commercial at 7:12 pronounces it…
No Jacobs Kronung best coffee
It's instant for me, but when I run out of that, I use a French press and standard grounds.
Tasters Choice is my brand.
Also, it' Nes-cuh-fay, accebt on the ay, not Nes-caff-ay. I prefer Classico and Maxwell House as well, because they're cheaper that Tasters Choice.
I'm a bit of a coffee snob and I love the nescafe Colombian instant as well as trader joes instant. Great for days when I'm in a rush (which is most days 😂)
Nescafe belongs to the category of fake food
Better than American coffee
I no longer drink Nescafe because of their recent reformulation of their drinks. I am not a bitter drink lover so I want my coffee to have something else to make it tolerable.
In our country, sometimes Nescafe would have other variants of the 3 in one (coffee-sugar-milk/creamer). I frequented their flavor "Creamy White". Then I noticed they rebranded the Nescafe logo to be white then I am noticing a change of taste. Suddenly, it tastes more "dry" to me. Then I noticed they added the ingredient "Aspartame" even if the variant I bought wasn't low sugar. Then they started phasing out the old formula from the store shelves. This made me stop drinking Nescafe and switched to Kopiko brown
I could make actual ground coffee, but I don't find the ritual fun and relaxing. I only need my fix for the night to prevent myself from falling asleep at work.
Sorry. Not me.
Simple rule of thumb if your just an average coffee consumer and you just want to make coffee at home then it should really just be instant coffee a electric kettle, milk and Nescaf that's it none of these fancy extra faff
If your out and about then get whatever type of coffee you want
Instant coffee like Nescafe made by oneself at home or work is perfectly fine. It is better than spending $5 or more on a single cup of barista made coffee.
unilever. unilever runs the world.
Personaly i dont like nescafe.
In India, its mostly Bru (By Hindusthan Uniliver) and then any other brand. Basically First comes Filter coffee and then instant coffee. Even in instant coffee, its Bru and then Nescafe. Again Majority of the coffee is consumed in south India and in North basically Tea is consumed . Instant may be consumed more in north but major consumption of coffee is down in the south and they prefer filter over instant.
This video is an advert.
I'm a bit of a coffee snob. Buy locally roasted coffee and grind it myself for espresso and all that. But when my grandma visits and whips out the nescafe… There's not a better cup of coffee out there. I've tried to recreate it, but there's just something about her instant coffee that just beats everything else!