Instant Pretension Nescafe Doesn’t Do

In the face of Starbuck’s new Via instant coffee brand, Taster’s Choice from Nescafe has chosen to attack from their well fortified position.
According to Ad Age, Nescafe spokeswoman Pamela Krebs said, “There are other competitors who charge much more for a similar-quality coffee, and we would like to encourage people to prove for themselves that there are smarter options from which to choose.”
Starbucks spokeswoman Lara Wyss said that Starbucks isn’t preparing a response to Nescafe. The chain similarly gave McDonald’s “UnSnobby Coffee” the cold shoulder.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.