... 'Hot When You Want' and also Nescafe Ice coffee. The largest consumers of instant coffee is the age group 35-54 year olds. An ageing trend in the population shows that the instant coffee market will continue to benefit as it can be seen that the older the consumer the greater the consumption of coffee. In 1998 the Nescafe instant coffee sector accounted for 62.2% of the advertisements. It has launched major advertisement campaigns over the decade with the famous one being the 'Gold Blend romance'. This campaign that lasted for 10 years and News At Ten announced when it eventually came to an end. Recent global campaigns have been the 'Open Up' campaign that aim to show instant coffee as a socialising drink. Due to the growing trend of coffee houses more consumers are drinking their coffee from places outside of the house. In order to meet this market Nescafe has opened its ...

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