Today, Japan imports 500,000 tons of USA Phone Number List coffee annually. This is a big difference from 60 years ago. At that time, hardly a cup of coffee was sold in Japan. In 1970 the market in Japan flourished. Nestlé brought coffee to Japan, hoping it would be a huge market to exploit. The taste was well tested among USA Phone Number List the target group, the coffee had a good price and a coffee shop was set up on every street corner. But the sale did not get off the ground. No advertising or promotion helped USA Phone Number List against this.
How could this be? All studies indicated that USA Phone Number List coffee would become the new trend. The famous French psychoanalyst Clotaire Rapaille was invited by Nestlé to Japan to look at their problem. Clotaire Rapaille gathered large groups of Japanese for a behavioral experiment. During this experiment, Rapaille had participants tell about the past memories of their childhood. They were also asked to describe experiences with USA Phone Number List with certain products and to link emotion to them. When asked what the memory of coffee was, there was no answer. From there, Nestlé took the next step toward iced coffee drinks for teenagers. The last step was to offer hot coffee cups in coffee USA Phone Number List shops.
It turned out that the Japanese had never the USA Phone Number List tasted coffee and therefore had no emotional connection with the drink. This was because in Japan only tea was drunk. Children watched their parents drink tea, lived in the smell of tea, and even grew up eating snacks that tasted like tea Under these USA Phone Number List circumstances, Nestlé's strategy to move these consumers from tea to coffee could only fail. The researcher Rapaille advised Nestlé to sell coffee sweets for children. The Japanese children discovered the taste of coffee through dozens of different coffee USA Phone Number List sweets.