You are on page 1of 2

Branding and marketing

Nescaf is a brand within Nestl. Nescaf can be traced back to the 1930s.[3] In the US the Nescaf name was used on its products up until the 1960s, Later, Nestl (owners of the Nescaf brand) introduced a new brand in the United States called Taster's Choice, which supplanted Nescaf 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[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]. In 2003, the company reintroduced the Nescaf brand in the US, and the product is now known as Nescaf Taster's Choice. It is sold in US supermarkets such as Safeway in both glass and plastic packaging. While the Nescaf 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, NESCAFE launched the new coffee machine system "Dolce Gusto." 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. Other Marketing activity included Experiential Marketing/Relationship Marketing, which led Nescaf to become the headline sponsor of Good Food show 2008 at Birmingham NEC as part of their campaign to drive awareness of the increased Nescaf collection. 95% of consumers at this popular event rated the Nescaf Collection stand the best at the show.[7] Nescaf used advanced 3D technology to engage their consumers, led by iD Experiential. In the UK in August 2009, Nescaf unveiled a 43m ad campaign for Nescaf, focusing on the purity of its coffee and featuring the strapline "Coffee at its brightest".[8]

[edit] Lawsuits
In February 2005, the Associated Press reported Nestl lost a lawsuit and was ordered to pay $15.6 million US to Russell Christoff for using an image of him without his permission on their Taster's Choice label for approximately five years (19982003).[9] The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal.[10] On October 31, 2007 The California Supreme Court, with a vote of 6-0, granted review. English band Muse successfully sued Nescaf in 2003 when its song "Feeling Good" was used in a television advert without permission, donating the 500,000 compensation to Oxfam.[11]