I seriously think instant coffee are what we like!

by chee leng
(Singapore)

Most of us that is in the coffee industry would have heard of the "coffee at its brightest" campagin by Nescafe.

This is the largest advertising and marketing campaign being launched by Nestle Nscafe in its entire history.

The total amount of ad spend would be close to USD 100 million! There would be TV, Cinema, Online and PR. And currently the focus is on Nescafe Gold blend, one of the income pillars of Nescafe.

All this money seeks to do one thing -increase sales for Nescafe. But, the question is was sales ever down? Nope.

In fact, a statement by Nestle UK trade communications manager highlighted that sales was up 15.5% compared to last year in just the first few months of the year.

I mean companies would not be spending money if they do not see strong demand. In fact, if gourmet coffee is in the rage, why not invest money in nespresso (another brand of Nestle).

Evidently, the growth and consumption of instant coffee is much bigger, thus, the huge investment. I mean 100 million on advertising for coffee is a lot of money, don't you agree?

That is the reason why I say instant coffee is probably what we like...despite the fact that we want to be coffee snob, in end 3-in-1 is all we buy!:)