2023-09-08 14:06:46
World War II and coffee
When we first launched NESCAFÉ in Switzerland on April 1, 1938, it was predicted to be a huge success. But then in 1939 World War II started. During the war, Nescafé was a staple of the US military’s food rations. Nescafé has gained popularity as a delicious coffee that is quick and easy to make.
After the war, Nescafé exported to France, the UK and the US. American troops became their brand ambassadors. They spread the love for Nescafe. Nescafé became the most popular coffee brand in the US by the 1940s.
Today, Nescafé is present in more than 180 countries. It became the most loved coffee in the world.
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On top of the world
Nescafe had an image that gave it the most publicity. Edmund Hillary pictured with Tenzing Norgay in 1953. There is a small tin of Nescafe in it. This picture was taken during the Everest expedition.
Nescafe has not only been to Everest but also to the moon. In 1969, Nescafe was also credited with being the first coffee to land on the moon, joining Apollo 11, Neil Armstrong, Buzz Aldrin and Michael Collins on their mission.
Since the early 2000s, Nescafe has continued its efforts to become one of the most sustainable and environmentally friendly coffee brands in the world. In 2010, Nescafé began to focus on more sustainable development by implementing a new plan. The scheme was introduced to improve the lives of coffee farmers by sourcing only from local coffee farmers and providing sound farming advice.
Nescafe in India
Nescafe entered the Indian market in 1963 with an advertisement of a hot coffee in just 5 seconds. Instant coffee was a new concept for a tea-drinking country like India. Later the brand introduced Nescafe Classic. It was followed by Nescafe Sunrise, a 70:30 mix of instant coffee and chicory.
Nescafe’s early commercials were also very funny. Advertisements promoting the idea of one day starting with Nescafe coffee were the face of the Nescafe brand. However, with the arrival of brew coffee, Nescafe
as a rival to
As the world’s most popular coffee, Nescafe is constantly innovating to further appeal to the brand by providing products that consumers know and love to meet modern-day needs.
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