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.
Instant Pretension Nescafe Doesn’t Do
June 9, 2009 By