Até que enfim consegui juntar um vício meu a uma propaganda, apesar de eu odiar Nescafé!

A nova campanha da marca é TÃO diferente do que é feito pela concorrência que tenho que tirar o chapéu.

Nos EUA existe um tipo de Nescafé que “mata a pau”, mas minha mémoria é tão falha que NUNCA vou lembrar. Então, senta e chora!

Ok, beijo!

Until recently I handled film enquiries for Swansea Council. I was the main contact for people looking to film in Swansea for several years. I was involved in many projects – Doctor Who, National Lottery, Mine All Mine, among many others.

One of the shoots I assisted was for this Nescafe ad. The director was Vaughan Arnell who had worked on a few of the Robbie Williams videos – Rock DJ, Something Stupid, etc.

The location manager wanted something earthy so I took him to Penderry – with its views over the city and ponies grazing in street verges it was perfect .

When we came to shoot in Wind Street (the footage didn’t make the final edit) I had to negotiate with some workmen digging up the street to down tools for the day.

The shot looking towards Port Talbot steelworks features a lamppost from Swansea Council’s depot – a last-minute arrangement. The production team did say that the steelworks was the inspiration for Ridley Scott’s futuristic city in Blade Runner.

Anyway, here’s the ad, unbelievably the result of a whole weeks worth of filming.

Let me know what you think?

When Starbucks introduced Via, their instant coffee, they had taste tests with the opposition being their regular House brew. The results declared that those who like the House brew also liked Via – bringing support to the company no matter what.

Now, Nescafe will be challenging the taste of Via on streetcorner taste tests.

Read more at http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=117779

~uh uh uh.. dikala saya mempunyai banyak perkara nak diceritakan, jadual begitu penuh sekali, dan kerja menimbun menunggu. Ohh.. saya nak tulis jugak, walaupun terpaksa berulang kali tutup dan buka skrin ni, bila ada orang datang ~terutamanya bila Project Manager saya datang! ehehehe…

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Cuaca

Lewat kebelakangan ini, Malaysia dilanda hujan sepanjang hari, kan? Saya sangka hanya Pantai Timur sahaja, tapi hampir kesemua tempat pun melaporkan keadaan yang sama, jadi terpaksalah saya akui, Malaysia sekarang mengalami musim tengkujuh.

Yang sebenarnya, saya sangat suka hujan. Kecuali sewaktu hujan turun semasa saya mahu keluar rumah dan ingin menaiki pengangkutan awam, atau bila baju tak kering-kering di ampaian, atau ketika saya mahu naik terbang ke mana-mana, kecuali pada saat-saat itu, saya suka hujan!

walking in the rain..

Sejak dulu saya mempunyai habit suka memerhati rintik-rintik hujan dari anjung rumah, atau pun melalui tingkap yang terbuka luas. Saya suka bila angin serta basah air hujan tu terkena ke muka saya, menimbulkan rasa dingin dan nyaman sekali. Bila merenung pada hujan yang sedang turun, selalu membawa saya ke emosi yang pelbagai, kadang-kadang sayu, ada ketikanya sedih, di suatu ketika lain pula mungkin rasa aman, gembira dan macam-macam lagi lah.

selepas hujan..

Bila waktu hujan, suasana akan menjadi sejuk dan nyaman. Ramai orang suka duduk di rumah di waktu ini. Manarik selimut adalah sesuatu yang nikmat di kala suasana begini. Tetapi, menikmati secawan nescafe atau teh panas, sambil memerhati hujan yang masih turun, adalah sesuatu yang saya paling gemari.

nescaffee panas dan hujan..

Teringat sewaktu kecil dulu, pada waktu hujan begini, kami anak-anak kecillah yang paling gembira. Tak seperti sekarang, abah dan mak, atau ahli keluarga yang lain tak pernah marah kami mahu mandi hujan. Aktiviti ini selalunya diakhiri dengan kami beramai-ramai membuat empangan pada sungai kecil di dalam kampung. Air sungai yang mengalir, dicampur dengan air hujan yang turun, sekejap saja empangan sudah dipenuhi air. Sebelum empangan kecil tu pecah, semua orang akan terjun ke dalam empangan yang tak sampai pun paras lutut tu. Tapi itu pun dah cukup menggembirakan kami. Arwah tok pula, ketika waktu hujan ini, sangat suka menikmati secawan kopi panas. Kadang-kala, ada pula hidangan sampingan, ubi kayu rebus, dicicah dengan kelapa parut bersalut gula. Wah, sangat sedap!!

kanak-kanak dan hujan..

Tapi sekarang, saya sudah jarang menikmati hujan. Tak tahulah sama ada kerana saya yang terlalu sibuk, atau hujan sudah tidak memberikan kesan kepada emosi saya lagi. Tapi kalau mempunyai kesempatan itu, saya tidak akan melepaskan peluang menikmatinya. Errmm…

Gambar

Sejak beberapa hari ini, officemate saya sangat suka meletakkan gambar-gambar dalam facebook. Tapi saya ada sedikit isu dengan perkara tersebut.

Isu yang pertama, saya tahu, ini agak kebudak-budakkan sedikit. Tapi ntah kenapa, saya rasa sedikit sakit hati bila, mereka buat album dan upload gambar-gambar yang diambil oleh saya. Sekarang saya sudah faham perasaan jurugambar-jurugambar profesional bila gambar mereka diambil dan digunakan oleh orang lain.

Walaupun saya bukanlah jurugambar profesional, tapi saya juga tak suka dibuat begitu. Terasa seperti gambar itu bukan hak saya lagi, bila saya lihat album gambar tersebut dalam profile mereka. Kalau itu hanya gambar si tukang upload, saya tak kisah sangat. Tapi kalau melibatkan gambar orang lain *termasuk saya, pemandangan dan angel yang pelik-pelik, saya terasa seperti itu karya si tukang upload tu pula. Memang sakit hati jugalah saya rasa. Kalau lah kamu semua tahu macam mana kalau saya ambil gambar orang, agaknya, kamu semua mungkin boleh faham perasaan saya..

Isu kedua, sudahlah upload gambar-gambar kepunyaan saya, di-upload sekali gambar saya, dan tag pula saya dengan gambar-gambar tersebut. Ini pun saya tak suka. Itu yang saya benci tentang facebook, kadang-kala saya semacam hilang kawalan ke atas hak peribadi saya. Saya paling kurang suka publish gambar sendiri di mana-mana laman milik saya. Kalaupun saya upload gambar saya sendiri, saya jarang tag gambar saya sendiri, kecuali kalau itu gambar beramai-ramai atau mempunyai kenangan tertentu. Tapi kalau gambar saya seorang, nak pula gambar itu saya sendiri yang ambil *boleh bayangkan macammana keadaannya, dan diambil tanpa apa-apa maksud, tolonglah! Saya memang tak suka mengglemerkan diri sendiri.

Jadi, apa yang saya boleh lakukan adalah, saya bersabar sahaja! Ahahaaa.. Iyalah, perkara-perkara macam ni susah juga nak cakap. Boleh menimbulkan salah faham yang lain pula. Cuma, selepas ini, saya takkan serahkan gambar-gambar yang saya ambil kepada orang lain, atau setidak-tidaknya, sebelum saya upload dulu gambar tersebut.

Dan kepada kawan-kawan yang lain, saya bukanlah begitu rigid. Saya sangat flexible sebenarnya. Beritahulah saya dahulu. Letaklah gambar-gambar yang elok sedikit seperti mana saya memlilih gambar anda semua. Dan kalau itu gambar memang milik anda, saya tak kisah sangat sebenarnya, itu karya anda. Kalau gambar saya buruk pun, saya pasrah saja. Ahahaa.. memang saya pun bukanlah cantik sangat, cuma comel je!

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Kerja

Ha memang, kalau dapat membebel, macam dah tak boleh nak berhenti-henti.

Perasaan kucar-kacir yang saya rasa 5-6 bulan lepas, muncul lagi. Terasa diri tidak kompeten dengan orang lain, selalu terasa diri bekerja lebih lembab dari orang lain, selalu rasa lost, tapi masih lagi malas mahu memberikan fokus 150%, dan macam-macam lagilah. Aish.. apa nak jadi dengan saya nih. Ini bukan petanda yang baik!

Walaupun saya sibuk bagai nak rak, tapi saya pun hairan bin ajaib, macamana saya dengan senang hati boleh buat perkara-perkara lain pula ~seperti menulis blog ni. Satu sebabnya mungkin, saya pun dah tak dapat nak prioritize kerja saya. Semuanya ada label urgent. Dan kalau yang tak urgent itu pun, saya selalu je berasa cemas kalau-kalau akhirnya saya terlupa juga, kerana pada akhirnya, yang tiada label urgent itupun, akan menjadi urgent juga!

Ada seorang officemate baru di office saya ni, dia punya minat hampir yang sama dengan saya. Dan ada pula yang menambah-nambah cerita, Farah tu soulmate saya saya, sebab kami berdua sanggup bangun pukul 6.30 pagi untuk pergi berjoging bersama di KT hari tu. Ahahahaa.. macam tu pun boleh panggil soulmate ke? *Seri Nur Fasa, ini schoolmate anda!

Anyway, ingat tak saya pernah cerita pasal Rain? Ok, kalau nak tengok gambar dia dengan lebih jelas, sila klik sini, blog si Farah tu! Dan kalau nak tengok saya buat aktiviti merapu kat KT, boleh juga klik sini dan sini.

As I emerged from the D.C. Metro today, someone handed me the package pictured on the right. It contains several NESCAFÉ samples in multiple flavors.

Clearly, NESCAFÉ is looking to protect their share of the instant coffee market as Starbucks pushes Via, and I think they’re doing a good job of it with this street-team style approach. There’s a lot I like about the marketing material NESCAFÉ handed out this morning.

First, it’s simple and there’s no doubt what the message is: “We know you’ve heard about what Starbucks is doing. Now, here, try this.”

Two, a lot of busy people suddenly had free samples of the product in their hands, as many of them headed for their office. Someone in my office actually put their package of samples out in the kitchen with an invitation for people to try them.

Finally, NESCAFÉ has placed a coupon on the inside flap of their promo piece. So as people are given a chance to sample multiple flavors, they’re getting an invitation to buy more at a discount.

But what NESCAFÉ’s free sample really got me thinking about today is that Starbucks may have created a huge opportunity for NESCAFÉ with the launch of Via. Suddenly, there’s more chatter about instant coffee than I can ever remember and—with these samples serving as a nice reminder to people that they are already in that business—there’s a chance NESCAFÉ could see their sales rise thanks to Starbucks.

By creating more overall interest in instant coffees, rather than ending up being a threat to the market share of others in the business, Via could end up benefiting anyone with an instant coffee product who markets it well.

Astăzi, mi s-au întâmplat lucruri bizar de bizare (wtf?). Începând din metrou, când am văzut o babă doamnă trecută de a doua tinerețe, care se pregătea pentru o întalnire (un date, că am văzut că așa se poartă). Se ruja, avea un iPOD, și mestecând gumă, se tot uita la ceas, mai mai să nu întârzie. Funny…
În 77`le ce mă duce-n mirificu-mi palat de pe Izvorul Mureșului, fiind si eu cu iMP3 player-ul în urechi (a se deduce că în urechi îmi erau înfipte căștile acestuia), văd o doamnă mult mai în vârstă decât precedenta, care vorbește cu cineva, și al dracu se uită și spre mine… Toată lumea-n jurul meu râde, o doamnă se uită scârbită la mine; într-un final, scot căștile din urechi, și ce să vezi, femeia vorbea cu mine, îmi întindea cârjele, care cumva s-o ajut să urce-n autobuz, și țipa într-un hal, de zici că semnasem actele tot, că o îngrijesc până moare și-mi lasă mie casa și pensia…
Următoarea umilință care am primit-o azi:
M-am săturat să mă uit la ceas, zilnic, și să-mi arate mereu 6 fără 10, așa că am pus pragu-n picior, și aujourd`hui m-am dus la ceasornicărie. Intru, îmi vărs durerea, la care femeia respectivă-mi răspunde (foarte politicos de altfel) : „Îmi pare rău, domnul ceasornicar nu este momentan, revine dupa ora 15”
Sunt două posibilități, în capul meu:
1. Ori era secretara, ceea ce-mi provoacă multe „crampe cerebrale”, dacă-n ziua de azi a ajuns ceasornicarul de la colț de lângă fosta Cofetărie Brâncoveanu să aibă secretara;
2. Aia-și bătea joc de mine, și râdea-n „culise” cu toate prietenele ei ceasornicărițe sau assistent ceasornicar.
Atunci am tras o concluzie: Nu fuma dacă n-ai frigider!
Am plecat acasă, unde am frigider, mi-am făcut o cafea, am fumat 2 țigări, și-am renăscut…

Våknet 06.15 og hadde vanilje kick, så da ble det Nescafe før jobb. Er så trøtt at jeg sjangler…Slitsomt! Rekker igrunn ikke skrive mer heller, for som dere ser på bildet MÅ jeg gå løs på håret. Makan til kråkereir skal man lete lenge etter. Hørte jeg noen si Afro-light???

Gleder meg til i kveld. Middag hos tante, så skaffe photoshop igjen. Hurra! Picnik.com har vært en reddende engel i mellomtiden dog.

Als je dit product nog niet in de schappen hebt zien staan dan heb je zeker al de leuke commercial van deze innovatie zien passeren. Krups en Nestlé hebben namelijk de handen in elkaar geslagen om een nieuw koffiemachine te lanceren. Ze willen zichzelf positioneren tussen de Senseo en de Nespresso (ook van Nestlé trouwens) in.  Het heeft alles om een succesproduct te worden…

De combinatie van een koffiemerk en een elektronicagigant is eerder al succesvol gebleken.  Philips en Douwe Egberts bleken met hun Senseo-apparaten in het verleden al de gouden koe gevonden te hebben. Krups en Nestlé proberen dit opnieuw te doen met hun Nescafé Dolce Gusto. Krups zorgt voor de koffiemachine, Nestlé neemt de capsules voor zijn rekening.

Maar nu eerst eventjes reclame en zie de koffiemaker in actie!

De commercial geeft een erotisch tintje aan het koffieplezier met op de achtergrond Sex Machine van James Brown. Het doet soms wat denken aan de commercial van Apple’s Imac G3 “colors” (die vind je hier), maar dan net wat inventiever…

Dat het in België een hit wordt staat zo goed als vast. Het nieuwe product bestaat al een aantal jaren (het eerste filmpje op Youtube dateert al van 2006), maar was tot voor september 2009 niet in België verkrijgbaar. Nochtans ging de Dolce Gusto vorig jaar meer dan 1.000.000 keer over de toonbank in Europa.

Ik hoor je misschien al denken: weeral een koffiemachine, zijn er al niet genoeg? Nee. Dit product heeft naast zijn innovatieve designlook ook een kwalitatieve meerwaarde aangezien deze koffiemachine een druk heeft van 15 bar net als de machines in koffiebars waardoor je een schuimig resultaat krijgt.  Het toestel heeft ook een koud-warm hendel waarmee je in de toekomst ook ijskoffie en andere koude dranken zult kunnen maken. Het apparaat is ook makkelijker schoon te maken dan een espressomachine.

Momenteel kan je zes soorten capsules kopen:  caffè lungo, caffè lungo decaffeinato, espresso, cappuccino, latte macchiato en chococcino. Al een mooie keuze en dat zullen er ongetwijfeld een pak meer worden.

De prijs hangt momenteel rond de 130 euro. 16 Capsules kosten nog €4,50. Bij de introductie kan je het toestel in drie basiskleuren krijgen: rood, zwart en ivoor.

Tasters Choice Get a free sample of 5 NESCAFÉ Taster’s Choice gourmet coffee single-serve varieties.
http://www.freakyfreddies.com/drink.htm

I went to Shopwise a while ago to check out on the latest food stuff. Well nothing much is new (except for the establishment itself which opened a few weeks ago) but what caught my fancy was this promo pack from Nescafe.

I am not ashamed to admit that I am a coffee-holic, and coffee is a part of my everyday diet. Add the fact that I’ve been pretty loyal to the brand since god knows when.

So I just had to grab this pack because of the MUG. It’s the red Nescafe Mug that I wanted. Droool. Why? Because it’s like the mug I see in the commercial! Hahahaha! And I want a piece of that.

Goodness, this red coffee mug is just as iconic as the brand itself!

And anyway, waaay before Starbucks or Coffee Bean or Gloria J, there was always Nescafe to complete my morning.

Sidenote: THIS was also the coffee that made me get through my toughest college exams. Thanks to the Nescafe Vendo! Hahaha!

Want to grab the promo pack? You can get one at Shopwise for only P170.

Sabah keyiflerinde, akşam mesailerinde, muhabbet eşliğinde tercih ettiğimiz keyifli bir içecektir kahve. Peki güzel bir kahve(nescafe) hazırlarken nelere dikkat etmeliyiz?

Birkaç temel noktaya dikkat ederek lezzetli bir kahve keyfi yaşayabilirsiniz.

• Kahvenizi daima cam kavanozda ve hava almayacak şekilde saklayın.
• Hazırlamanın ilk aşamasında fincana su yerine, önce kahveyi koymak gerekir. Bu kahvenin çözülmesini kolaylaştıracaktır.
• Miktar olarak, 200 ml ‘lik bir fincana 2 dolu çay kaşığı kahve konulması uygundur. Benim gibi bardak hacimleri ile uğraşmak istemiyor ve çay kaşığı almaya üşeniyorsanız, tabanı tam örtecek kadar kahveyi kavanozdan dök prensibi de işinizi görür.
• Taze su, kahvenize lezzet verecektir. Tabii ki içme suyu kullanın.
• Şimdi geldi işin en can alıcı kısmı. Buraya kadarki aşamaların çoğunu zaten uyguluyorsunuzdur. Fincana dökeceğiniz sıcak suyun kesinlikle kaynar su olmaması gereklidir. İdeal sıcaklık 90 derecedir. Peki nasıl tutturacağız bu sıcaklığı?
• İki yöntemi var. İlki su kaynadıktan sonra ısıtıcıyı kapatıp, 1 dakika kadar bekleyip daha sonra suyu fincana dökmektir. İkincisi, benim uyguladığım ve daha iyi sonuç veren yöntem ise: suyun ısınmasını ve tıslama sesinin kesilmesini takiben daha ilk kabarcıkları çıktığı anda su ısıtıcısını kapatmak ve bu suyu fincana dökmektir.
• Bir iyileştirme hamlesi de, sıcak suyu fincandaki bir kaşığın üzerine doğru dökmektir. Böylece kahveyi direkt yakmamış olursunuz.
• Sonuçta ortaya çıkan kahveniz köpüklü ise, lezzeti de 10 numara olacaktır.
• Bunlardan sonra istiyorsanız süt tozu veya sıcak süt ekleyebilirsiniz. Afiyet olsun.

Ekleyeceğiniz birşey var mı?

Dolce-Gusto

В момента изучавам доста дисциплини по маркетинг, а и си мисля, че съм поне около средното ниво на интелигентност или поне толкова интелигентен, че мога спокойно да твърдя, че изборът ми на продукт не може да се влияе от някакви реклами (повечето до болка тъпи). Естествено това е най-голямата заблуда, която може да съществува. Рекламата ни влияе и то много. Не зависимо дали е направена с много пари или „за много по-малко“, дали става дума за Леля Мария или Супер Любо или защо не за твърдото ако на Оскар?! В нашето съзнание дадената марка успява да направи впечатление, дори лошо в началото, то после избледнява и остава единствено изградената представа за дадена марка, което впоследствие ще окаже влияние при избора на дадения продукт. Ох, стига с тези „ала-бала“ и прочие, всичко тръгна от една реклама, която мярнах току що.

Аз много обичам да пия кафе, като Ханс по три пъти на ден. За това като видях новият продукт на NESCAFE® останах повече от приятно изненадан, защото всичко в нея изглежда толкова секси, сякаш дизайнери и инженери са направили нещо повече от кафе система. Става на дума за новата кафе машина и NESCAFE® Dolce Gusto®. Всъщност зад направата на самата машинка стои KRUPS, което е още един огромен плюс за този нов продукт. KRUPS за кафемашиностроенето (обичам да си измислям думи, извинете) е като Volvo в автомобилната индустрия – сигурност и гаранция за качествен и здрав продукт. По-принцип не си падам по нескафе. Някак не виждам как може да сипя вълшебното прахче, да разбъркам с пръстче и да получа хубаво кафе, а и повече ми допада вкуса на еспресото. За това като разбрах, че новата им машинка е за еспресо, при това с 15 бара налягане (а това е много за домашен уред с тези размери) и след като вече бях „хлътнал до уши“ по дизайна, остава само да стискам палци и да се надявам, че онзи дебел, брадясал дядка няма да ме забрави тази Коледа.

Като добавка (не зная колко е плюс или минус), ще се предлагат специални капсули за новата кафе машина, като за момента ще само четири разновидности кафе + горещ шоколад, но пък NESCAFE® си разбират от работата и вярвам, че крайният резултат ще е една добра гореща напитка, която се надявам в най-скоро време да мога и лично да опитам, разбра ли мили Дядо Коледа (май ще трябва да драсна едно писъмце след това).

Ако искате малко повече информация за NESCAFE® Dolce Gusto® може да намерите тук

А ето и самата реклама.

Реклама на кафемашина NESCAFE Dolce Gusto :

Вече разбрах каква е цената на машинката – 280 лв (нормално при условие, че най-евтината еспресо на KRUPS е около 200 лв), но работи само с капсули.

Цената на Dolce Gusto капсули е 9.90 лв. за 16 броя.

]]> http://abitha.wordpress.com/2009/10/18/ad-jingles-nostalgia-and-more/ Sat, 17 Oct 2009 21:55:42 +0000 abitha http://abitha.wordpress.com/2009/10/18/ad-jingles-nostalgia-and-more/

There is this dream in almost everyone’s life to make it big in advertising – just because of the sheer freedom of thought, the freedom to be and the free expression. I had such a dream too, still do tucked  away in some corner of my heart. The job is associated with glamour,  big monies, celebrities, larger than life grand plans…but for me it meant loving what you do and not know how time flies by, relishing every moment!

In advertising new possibilities open up,  new challenges beckon you that fills you with a rush of excitement and fresh enthusiasm. The actual creative process will submerge your senses and shut out all else and it is just you, your thoughts and the creative – such an experience can be mind blowing.

I feel this connect every time I get the rhthym of composing a rush of my thoughts into words. I can just let go of everything else and be in the sole company of my thoughts with a feeling of a free falling making you relax, unwind and be so peaceful and so connected with the entire process. You just bask in the warm glory of words coming at you with the free waterfall of thoughts hitting your senses, awaking your soul and breathing fresh air into a mundane existence. You would be able to connect to what I am talking about, when you have lost yourself in a job or activity or hobby, which makes you come alive.

Back to being, say a creative writer in an advertising firm, the challenge would be to express yourself in a line – boy that can be so much of a struggle when you have to contain all the avalanche of expressions into that single line which is going to taking the world by storm…this adrenaline rush makes it so exciting and so enormously rewarding!

Watching the Prahlad Kakkar show on NDTV brought back waves of nostalgia – the array of ads like the MGM strepsils ad, pink or blue Jenson and Nicholson paints ad and my favourite gold spot, the zing thing had me travel back in time – it was one of those jingles you tend to hum. Watching the Aamir Khan-Aishwarya Pepsi ad, reminded me how much the art of make up has evolved in Bollywood now! The more recent SRK-Sachin pepsi was indeed a brilliant ad that made its mark as expected!

Thanks PK and NDTV for this little nostalgic trip down memory lane. Happy Diwali.

Here is a list of some cool (mostly old) ad clips…enjoy:

Amul Butter1

Amul Butter 2

Gold spot – the zing thing

Raymond Suitings 1

Raymond Suitings 2

Titan

Cadbury’s Dairy Milk Choc ad 1

Cadbury’s Dairy Milk Choc ad 2

Cadbury’s Dairy Milk Choc ad 3

Nescafe

Rasna

Complan

Dhara

Aqui um fato especial: descobrir os apaixonados pelo produto através da ação CAFÉ DA MANHÃ NESCAFÉ. A equipe visita pessoas colecionadoras de embalagens de Nescafé para premiação.

Confira este récorde de potes na cidade de Chapecó, Santa Catarina.

Matéria na TV Globo de João Pessoa falando da Patrulha Nescafé Radioação, vencedora do GP de Ação Promocional de 2005 no prêmio Colunistas.

Confira.

My grandmother and great-aunt drank Sanka. “Vee,” my grandmother would say, “Where is the Sanka?” And they would quarrel for half an hour about where the Sanka had got to, the darlings.

Today I know of no one who cops to drinking Sanka. Consumers came to associate the orange Sanka label with decaf coffee, through TV shows like ‘I Love Lucy.’ Decaf pots in restaurants still have orange handles. Sanka may be uncool, but instant coffee is hip.

Starbucks released a new instant coffee, “Via” in March. Remember when Starbucks was smugly upscale? Now they compete with McDonald’s, whose brewed coffee is worthy. Starbucks bowed to consumers’ desire not to pay $4 per coffee. Nescafe’s counter-attack: “Coffee Intervention – Friends Don’t Let Friends Overspend on Coffee.”

About his product, Starbucks CEO Howard Schultz said, “This is not your mother’s instant coffee.” My mother was a Taster’s Choice drinker and my grandmother took Sanka.  Via costs $ .83 per cup, compared to $ .20 per cup of Folger’s Coffee Singles. Why buy packets anyhow, I buy a recyclable bottle.

I’m one of the 9% of Americans who drink instant coffee. I’ve drunk it for about five years, ever since I discovered its potential for making icy coffee. My favorite brand: Nescafe Clasico. I will try Taster’s Choice because it won the 2008 ChefsBest Award for Taste, beating out Folger’s and Sanka. Coffee dweebs pay attention to these things.

Americans hold their nose and say that instant is horrid, they prefer brewed coffee. Taste has improved; even Trader Joe’s instant Columbian is aromatic. Instant coffee is a family ritual.

Sources:

http://www.nytimes.com/2009/02/18/business/18sbux.html
http://www.mediabuyerplanner.com/entry/41765/nescafe-launches-attack-on-starbucks-instant-coffee
http://en.wikipedia.org/wiki/Sanka

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Técnica mixta, 40 x 60 cm.

Por el simple gusto de un cafecito y de aquellas tardes en “Cholula my love”.