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How @Nestle got an entire nation to drink coffee. [A Thread]
![How @Nestle got an entire nation to drink coffee. [A Thread]](https://pbs.twimg.com/media/EuCH-M6VoAs-Lac.jpg "How @Nestle got an entire nation to drink coffee. [A Thread]")
Nestle had made a great product with Nestle coffee and they wanted to bring that product to Japan. It was affordable and initial tests went well with the concerned audience. But still the numbers with sales weren't doing that good.
So they hired Clotaire Rapaille a famous French psychoanalyst to help them out here with this issue.
Cloitaire did his research, assembled several large groups and did a lot of experiments.
He found out that most of the people had no memories of emotional bonding to coffee as children because they drank tea for a long long period of time. The reach of coffee was very very small.
Now here's a very bold and smart move that Nestle did. Instead of throwing money and making the Japanese people drink coffee they took a long term strategy.
They started making coffee flavoured candies and chocolates that were mostly targetted towards children. They needed to imprint this coffee flavour and get the children to love Nestle's flavour. They would then associate coffee with their memories.
This worked with Nestle because guess what Nestle was known all over the world for their chocolates. Switzerland and chocolate go hand in hand yeah!.
They made these coffee flavoured chocolates and candies which the Japanese children really liked and enjoyed. Not just that the parents also started tasting the coffee flavour out of curiosity that what is it exactly that their children are enjoying.
Many years later Nestle came back to Japan with a new range of coffee products. This time most of the people buying their coffee flavoured chocolates and candies were almost adults. They consumed caffeine and worked for long hours.
Nestle came out and released their instant coffee that was easy to make and distribute. This was a big big hit and people started enjoying it.
Just shows what patience and a good emotional connect does and what one can accomplish with the same.
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