3-in-1 coffee
With NESCAFÉ ORIGINAL 3-in-1 it’s now amazingly easy to make the perfect white coffee with sugar.
All you have to do is add hot water so you get a creamy and sweet tasting coffee every time.
The premise being that the vast majority of the population all
- use the same sized cup
- use the same size level-teaspoon of coffee
- take the same amount of sugar
- would use the same amount of whitener if they normally use skimmed/semi-skimmed/full-fat milk, but didn't have any milk
- use pint mugs
- use heaped teaspoons of coffee regardless of the size of their cup
- don't take sugar
- prefer their coffee slightly cooler due to the milk they normally add
Asda £1.00 for "10" servings of 3-in-1: 10p per cup.
Asda £6.38 for 300g jar Nescafe Original (@1.7g per serving => 176 servings) - 3.625p per cup
Asda £1.34 for 2kg of sugar (lets say 2 tsp = 8.4g => 238 servings) - 0.536p per cup
Asda £0.86 for 2 pints semi-skim milk (lets call it 20 servings) - 4.3p per cup.
So, on the face of it, at those prices (and, of course, assumptions) you're looking at about 1.5p more expensive per cup for the, more convenient, creamy and sweet stuff (the latter comes to 8.5p rounded up.)
But:
- You're not getting any choice in the serving size with the former
- It assumes you actually want all three
- You prefer whitener to milk.
- This will, of course, be an introductory price, and it will, in no way, stay this low if they continue to sell it.
Scaryduck has his own take on this of course...
However, I can't help thinking that this new innovation might be missing a trick.
[...]
If only you made such a product which provided the coffee lover with just coffee, leaving them with the option of adding sugar and milk to taste?
[1] They've been trying this all over the place. They tried in Africa in 2008.
At no point did nescafe claim in their advertising campaign that this product was suitable for consumers who prefer not to have milk and sugar in their coffee. Therefore, it is obvious that only consumers who have this preference will purchase the 3 in 1 product, and those who prefer 'the option of adding sugar and milk to taste' can purchase nescafe's other coffee products. Aside from this point, as with any other coffee, the consumer will also use the water:coffee ratio which satisfies their individual taste. Therefore i struggle to see where your problem has arisen from in relation to this advert? This product is for consumers who wish the purchase the product which has been advertised to them, so therefore i do not understand why you claim the product 'assumes customers want all three', when it clearly states what the product offers. As well as this, the slightly higher price of 3 in 1 is the choice of the customer, and to many this may be seen as a small inconvenience in comparison to the convenience this product offers to those who require it.
ReplyDeleteHowever, the ignorance shown through this article leads me to believe that you may have actually been foolish enough to have bought the product, and been so horrificly shocked to discover that 3 in 1 actually contains what it advertises that you wrote this ridiculous article based on that ignorance. The success that this product has had in Europe since its release in 2003 speaks for itself. Find me an area of the advertising campaign that is actually 'advertising bollocks', and you may recover a small fraction of your dignity.
You work for Nescafe I take it?
ReplyDeleteThat's the only reason I can think of for you taking such an affront to the article.
"At no point did nescafe claim in their advertising campaign that this product was suitable for consumers who prefer not to have milk and sugar in their coffee. Therefore, it is obvious that only consumers who have this preference will purchase the 3 in 1 product"
Rubbish. If I prefer milk in my coffee, I'm not going to put something that either pretends to be milk or 'whitener' in it.
"As well as this, the slightly higher price of 3 in 1 is the choice of the customer,"
Only the stupid ones. The brighter ones will see this for what it is, and decide there's no choice to be made, and carry on buying their coffee granules in jars.
"However, the ignorance shown through this article leads me to believe that you may have actually been foolish enough to have bought the product, "
Do fuck off with your assumptions. The only times I've had this 3-in-1 crap is in hotel rooms that still provide coffee-making facilities[1].
"this ridiculous article"
Feel free to start your own blog about the wonderfulness that is Nescafe's 3-in-1 product.
"Find me an area of the advertising campaign that is actually 'advertising bollocks',"
The fact that Nescafe feel the need to advertise an inferior product at an inflated price, and clearly expect people to buy the product in the supermarket[1] doesn't concern you at all?
May I suggest that before you post again, you learn how to use paragraphs?
[1] I can understand why hotels do this.
First of all, i do not work for Nescafe.
ReplyDelete'Rubbish. If I prefer milk in my coffee, I'm not going to put something that either pretends to be milk or 'whitener' in it.'
Then don't buy 3-in-1.
'Only the stupid ones. The brighter ones will see this for what it is, and decide there's no choice to be made, and carry on buying their coffee granules in jars.'
Personal preference is a matter of opinion, not intelligence. If the product advertised appeals to the consumer, and they are satisfied with the product they have purchased, then it is their opinion as to whether they feel the product is worth the money they have spent on it. Clearly alot of people think it is, as tis shown through the incredible success in Europe which has subsequently led to it's release in the U.K.
'Do fuck off with your assumptions. The only times I've had this 3-in-1 crap is in hotel rooms that still provide coffee-making facilities[1].'
Assumption? It is clear you are ignorant as your argument against the advertising campaign is purely based on persoanl preference, and not validity of statements and claims used within the advertisement.
'The fact that Nescafe feel the need to advertise an inferior product at an inflated price, and clearly expect people to buy the product in the supermarket[1] doesn't concern you at all?'
Soluble coffee is the largest hot beverage segment with sales of over £626 million, which equates to a forty percent market share, and Nescafé continues to retain its position as the UK’s number one soluble coffee brand. Clearly nescafe are far more aware of what they are doing in relation to successful products and Advertising campaigns than you.
May i suggest that before you post again, you think twice about what you write, and attempt to back up your argument with relevant facts.
While I agree with virtually all the criticism of this 'coffee', there is one point that isn't made in it's defence and that is the portability of the product.
ReplyDeleteI can shove a handful of these in my toolbag and then only have to source some boiling water to have myself a hot drink. This proves quite useful when working for customers that tell you to help yourself in the kitchen but fail to mention that they've hidden, or stored in remote places, all their tea, coffee and sugar.
It's pretty crap, I'll agree, but it is handy without a doubt.