Nescafé

Type	Instant coffee
Owner	Nestlé
Country	Switzerland
Introduced	1938
Markets	Worldwide
Previous owners	None
Website	Official website

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".^[1] Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938^[1] after being developed for seven^[1] or eight^[2] years by Max Morgenthaler.^[1]

Branding and marketing[link]

Nescafé is a brand introduced by the Nestlé company. Nescafé can be traced back to the 1930s.^[3] In the United States, the Nescafé name was used on its products up until the 1960s. Later, Nestlé introduced a new brand in the US called Taster's Choice, which supplanted Nescafé for many years. Taster's Choice was also introduced into Canada at the same time, and continues to be sold as a separate product, that is branded as superior to Nescafe, and is higher priced.

In the United Kingdom, a television advertisement campaign starring Anthony Head and Sharon Maughan ran in 12 instalments between 1987 and 1993.^[4] 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.^[5]

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 60 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.^[6] 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".^[7]

Lawsuits[link]

In February 2005, the Associated Press reported Nestlé 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 (1998–2003).^[8] The $15.6 million judgment was subsequently reversed in its entirety by the California Court of Appeal.^[9] On 31 October 2007 The California Supreme Court, with a vote of 6–0, granted review. On 17 August 2009, the California Supreme 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 statue of limitations would have lapsed, or multiple publications.^[10]

English band Muse successfully sued Nescafé in 2003 when its song "Feeling Good" was used in a television advert without permission, donating the £500,000 compensation to Oxfam.^[11]

Products[link]

Nestlé claims that 3,000 cups of Nescafé are drunk every second.^[3] A 5 g sachet of instant coffee contains 57 mg caffeine ^[12]

Nescafé products include:^[13]

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

References[link]

External links[link]

• Official website

Mark Wilkinson (born in Windsor, England on 3 October 1952) is a British illustrator. He is best known for the detailed cover art that he created for a number of British bands, most prominently the neo-progressive rock band Marillion in the 1980s. Though versed in a number of techniques, he is considered to be a master of the airbrush.

Biography[link]

Wilkinson's first artistic creation for Marillion was the cover of their debut 12" EP Market Square Heroes (1982). Subsequently, Wilkinson's art work would be used on all of Marillion's albums and 12" releases through The Thieving Magpie (1988). When Fish left the band Wilkinson went with him, providing the artwork for several of his 1990s albums and singles.

In 1997, he collaborated with Bill Smith Studios (which had replaced him as Marillion's official art group) on the Best Of Both Worlds compilation CD. The compilation included songs from the eras of the band with and without Fish, and the record label, EMI, decided it should also include artwork reflective of both eras.

Although Wilkinson will likely always be most closely identified with Fish and Marillion (in a similar fashion to Roger Dean's association with Yes or Paul Whitehead's association with Genesis) he has also done album cover and concert poster artwork for several other bands, including Iron Maiden and Judas Priest, as well as miscellaneous pieces for Bon Jovi, Jimmy Page, the Who and Kylie Minogue. Outside of the music community, he has also done numerous book covers, advertisements, comic art (including a 1993 Judge Anderson episode in the Judge Dredd Megazine) and commissioned pieces.

In 2000, Fish and Wilkinson collaborated on a book, The Masque, which, in "back and forth" format, described the process by which the Marillion and Fish album covers were created.

Works[link]

Album covers[link]

Album covers include:

• Marillion Albums
  • Script for a Jester's Tear
  • Fugazi
  • Real to Reel
  • Misplaced Childhood
  • Clutching at Straws
  • The Thieving Magpie

• Fish Albums
  • Vigil in a Wilderness of Mirrors
  • Internal Exile
  • Suits
  • Sunsets on Empire
  • Raingods with Zippos
  • Fellini Days
  • Field of Crows
  • 13th Star

Comics[link]

Interior comics work includes:

• Judge Anderson: "Voyage of the seeker" (with Alan Grant, in Judge Dredd Megazine, 2.37, 1993)

Comics covers[link]

Comics covers include:

• Judge Dredd Megazine #2.10, 2.15, 2.20, 2.27, 2.30, 2.32, 2.37, 2.48, 2.50, 2.63, 3.04 (1992–1995)

References[link]

External links[link]

• Official website