Sounds odd right? But this title describes exactly what happens between 11 am & 12 pm in my house in this lockdown period. Three generations of my family sit together to discuss all the worldly issues over a cup of coffee. You know, Life happens, Coffee helps!
Though I like experimenting with my coffee, my grandmother, mother and sister, want it exactly the way they’ve been having it since as long as I could remember. So, if I had to blame someone for not trying another instant coffee brand, it would be my mother. She has happily stuck to Nescafé Classic ever since she began drinking coffee. Honestly, there is something about Nescafé that is very homely which leads to its unwavering brand loyalty. Nestlé definitely had the early mover advantage with Nescafé and it became a household name in India, with a market share of 51%, making it the leader in its segment.
The distinctive taste and aroma that we all know and love is still as good as ever. The signature coffee 100% natural coffee, Nescafé Classic has a medium-dark roast that gives it a full flavor and pleasingly invigorating taste.
Nescafé first announced its entry in India in 1963, i.e. 57 years ago with the tagline “The coffee with life in it. Made in just 5 seconds” and changed everyone’s perception of coffee, it cannot be instant. The story behind how Nescafé came to life is quite interesting. When Brazil had a huge surplus in 1930, it needed to be preserved. The Brazilian government approached Nestlé, and eight years later, in 1938, Nestlé, came up with an instant product mix, Nescafé – a combination of Nestlé and cafe. ‘Nes’ means ‘Miracle and ‘café’ means coffee; miracle with coffee. The brand went on to become the second most recognized brand in the world, after Coca-Cola. World War II brought Nescafé the popularity it wanted in Europe when it exported this instant mix to France, Great Britain and US. Surprisingly, the instant coffee, now worth $11.5 Billion was adopted by the Americans and became a staple.
Nescafé in India, roped in Bollywood celebrities like Deepika Padukone, Disha Patani, Shankar-Ehsaan-Loy, Vikrant Massey to name a few. One of my favorite ad campaigns has to be the Nescafé Cartoonist, #ItAllStarts that focuses on working towards your dream, even if life does not go as planned. While I’m trying to set my own business, what kept me going is my cup of NESCAFÉ.
Check out Nescafe’s complete product portfolio here.