Reposting this from our archives- A thread on "How Nestlé turned a whole country into coffee lovers?"
Back in the 70s, #Nestlé started selling instant coffee in Japan. However, they didn't make much headway because the Japanese loved Tea. (1/5)
Back in the 70s, #Nestlé started selling instant coffee in Japan. However, they didn't make much headway because the Japanese loved Tea. (1/5)
It was the first thing they drank in the morning and most people thought it was a gateway to eternal youth. So considering the Japanese were this sticky to tea how do you get them to switch to coffee?
Nestle hired a child psychologist Clotaire Repaille to map out a strategy(2/5)
Nestle hired a child psychologist Clotaire Repaille to map out a strategy(2/5)
His assessment was simple- The Japanese had no understanding of coffee as a beverage. There was no emotional attachment to it. He figured the best way to go to market was by creating this emotional imprint first.
And so he suggested introducing coffee through desserts. (3/5)
And so he suggested introducing coffee through desserts. (3/5)
Japanese children, like most children elsewhere, loved desserts and if Nestlé could get them to munch on coffee-flavored chocolates, he believed they could create the coffee imprint. And as these young kids grew to become teenagers they started appreciating this new flavor. (4/5)
Nestlé had an opening. They first started selling coffee with Milk and when they saw an uptick in sales, they went ahead with plain black coffee.
Today, Japan is the 6th largest importer of coffee in the world. (5/5)
Today, Japan is the 6th largest importer of coffee in the world. (5/5)
Source: The Culture Code by Clotaire Rapaille
