How Nestlé Got Us Hooked On Nescafé

About this video

• Video Title: How Nestlé Got Us Hooked On Nescafé
• Channel: The Hustle
• Speakers: [Not explicitly mentioned in the transcript]
• Duration: 00:12:14

Overview

This video explores the history and marketing strategies behind Nestlé's Nescafé, tracing its origins from Henri Nestlé's infant formula to its global dominance as an instant coffee brand. It examines how Nestlé adapted its approach to different cultures and demographics to achieve widespread adoption.

Key takeaways

• Origins in Infant Formula: Nescafé's roots lie in Henri Nestlé's development of a shelf-stable infant food in the 19th century, a concept that emphasized product longevity and global distribution.
• Response to Brazil's Coffee Surplus: The creation of Nescafé was a direct response to Brazil's need to manage a massive coffee surplus in the 1930s, leading to the development of a palatable and stable instant coffee.
• WWII Boost: Nescafé gained significant traction during World War II as it was included in the rations of US soldiers, introducing the product to a wide audience.
• Culturally Adapted Marketing: Nestlé employed diverse marketing strategies, including imprinting coffee flavor through sweets for children in Japan and creating region-specific blends (e.g., Nescafe Sunrise in India) to appeal to local tastes.
• Convenience and Cost Drive Adoption: In many markets, Nescafé's success is attributed to its affordability and convenience, making it accessible even in countries with strong coffee-producing traditions.
• Evolving Consumer Preferences: While convenience drives global sales, a growing demand for specialty coffee in markets like the US highlights a shift towards quality over pure convenience for some consumers.
• Targeting Gen Z: Nestlé is now developing products like espresso concentrate to appeal to younger generations' preference for iced coffee and to position Nescafé as a non-alcoholic alternative.