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How Nestle's emotional branding converted a nation into coffee drinkers

from The American Genius

How Nestle's emotional branding converted a nation into coffee drinkers The American Genius When Nestle first attempted to market coffee in Japan in the 1970s, it did not go well. Though their products tested well with audiences and was priced affordably, sales never took off. Nestle was committed to break into the profitable Japanese market and embarked on research that would inform an innovative new strategy going forward. READ MORE

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