for Nescafe tragics...

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• FreshCoffee2

  September 2015

  Ahhhh yes, social media..... New products are...new products, but what many don't realise is that when someone like nescafe re brands or re jigs something important like a batch recipe or blend or whatever in an existing and important / market leading product (eg blend 42.999999 repeater),  it invariably tests the market WELL BEFORE outwardly making the change. That is, were it to change something in its flagship product, it will already have been well tested a) firstly in a small control market and b) when it is satisfied the control market has accepted the change without problem, implementation is run out into the greater market.....well  BEFORE (usually months before) the market is advised what has been done. So when the company eventually advises the market through advertising or artwork changes on the products themselves, it then compares any backlash from that point on, to complaints directed at it after the change was made but before the market actually knew that a change had been implemented. If there is a big backlash, while the clients have been shown to be literally drinking a label instead of actually judging what their taste buds tell them, the company cant actually tell the clients that they've already been drinking the modified blend for some time without even more complaints being leveled at it (lest it be accused of unfairly "hoodwinking" their client base), and has to find a way to rectify what is essentially a storm in a tea cup and an exercise in BS and diplomacy. A very interesting place to find oneself !

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• Brett H

  September 2015

  Wonderful stuff gents. Nescafé is laughing all the way to to media-spin bank.  Nothing keeps you in the spotlight like lightweight largely irrelevant faux-controversy.  Remember the Maccas/Canstar fail!

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