Thursday, May 31st, 2007
Why is instant coffee like a formula one racing team?
“NESCAFÉ XPRESS
In 2001, two of the leading global Fast Moving Consumer Goods (FMCG) companies, Nestlé SA and The Coca-Cola Company, came together to create Beverage Partners Worldwide. Their mission was to pull together the companies’ Ready-To-Drink (RTD) Tea and coffee businesses from across the world in an entrepreneurial joint venture dedicated to tapping the global potential of the two categories. Over the past three years, lap after lap, BPW has shown its continued commitment to achieving new and greater milestones in the RTD tea and coffee categories. Coupling the strength of its two parent companies and the nimbleness of its entrepreneurial associates, BPW has shown the ability to race ahead in volume as well as geography…There is a great natural fit between Team McLaren Mercedes and BPW’s NESCAFÉ RTD. The Team McLaren Mercedes Formula One racing team truly embodies the soul of the brand: physical stimulation and mental alertness.”
What a load of old bollocks.


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