{"id":8372,"date":"2009-10-18T07:38:28","date_gmt":"2009-10-18T04:38:28","guid":{"rendered":"http:\/\/www.lovendal.net\/wp52\/?p=8372"},"modified":"2009-10-18T07:39:41","modified_gmt":"2009-10-18T04:39:41","slug":"nesul-sau-cum-a-devenit-o-marca-de-cafea-nescafe-atat-de-renumita","status":"publish","type":"post","link":"https:\/\/www.lovendal.ro\/wp52\/nesul-sau-cum-a-devenit-o-marca-de-cafea-nescafe-atat-de-renumita\/","title":{"rendered":"Nesul, sau cum a devenit o marc\u0103 de cafea (Nescafe) at\u00e2t de renumit\u0103"},"content":{"rendered":"<p><a href=\"https:\/\/www.lovendal.ro\/wp52\/wp-content\/uploads\/2009\/10\/nesscafe.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-8373\" title=\"nesscafe\" src=\"https:\/\/www.lovendal.ro\/wp52\/wp-content\/uploads\/2009\/10\/nesscafe.jpg\" alt=\"nesscafe\" width=\"281\" height=\"234\" srcset=\"https:\/\/www.lovendal.ro\/wp52\/wp-content\/uploads\/2009\/10\/nesscafe.jpg 320w, https:\/\/www.lovendal.ro\/wp52\/wp-content\/uploads\/2009\/10\/nesscafe-300x250.jpg 300w\" sizes=\"auto, (max-width: 281px) 100vw, 281px\" \/><\/a>Povestea oficial\u0103 dep\u0103nat\u0103 de gigantul alimentar Nestl\u00e9 spune c\u0103 \u00een 1930 guvernul Braziliei, confruntat cu o supraproduc\u0163ie de cafea pe care \u015fi-ar fi dorit s\u0103 o stocheze pentru a o scoate pe pia\u0163\u0103 \u00een anii cu recolte slabe, a luat leg\u0103tura cu compania elve\u0163ian\u0103, cunoscut\u0103 deja interna\u0163ional ca produc\u0103tor de lapte praf (preparat inventat de p\u0103rintele-fondator, cel care a dat \u015fi numele firmei, farmacistul Henri Nestl\u00e9, 1814-1890).<\/p>\n<p>Dup\u0103 \u015fapte ani de munc\u0103 \u00een laboratoarele de pe malurile lacului Leman (istoria oficial\u0103 nu ne spune dac\u0103 Brazilia a contribuit sau nu financiar la aceste cercet\u0103ri&#8230;), echipa de la Nestl\u00e9 a definitivat solu\u0163ia de a conserva, prin uscare \u015fi m\u0103run\u0163ire, cafeaua, p\u0103str\u00e2ndu-i o parte din aroma natural\u0103. Noul produs, cafeaua solubila, a fost botezat <strong>Nescaf\u00e9<\/strong> &#8211; acronim din <strong>Nes<\/strong>(tl\u00e9) \u015fi <strong>caf\u00e9<\/strong>, a fost imediat \u00eenregistrat ca marca \u015fi lansat, cu un involuntar sim\u0163 al umorului, pe 1 aprilie 1938.<\/p>\n<p>Al Doilea R\u0103zboi Mondial, care avea s\u0103 izbucneasc\u0103 nu peste mult\u0103 vreme, a \u015fi \u00eent\u00e2rziat, dar a \u015fi gr\u0103bit expansiunea noului produs: cafeaua solubila f\u0103cea parte din ra\u0163ia soldatului american eliberator al Occidentului european.<\/p>\n<p>\u00cen anii &#8217;50, \u015ftafeta populariz\u0103rii a fost preluat\u0103 de adolescen\u0163i, care se adunau \u00een cluburi s\u0103 asculte, la o cafea, noua muzic\u0103 la mod\u0103, rock&#8217;n&#8217;roll. De aici \u00eencolo, nimic spectaculos &#8211; produsul se diversifica prin perfec\u0163ionarea tehnicilor de ob\u0163inere \u015fi, prin abile campanii de promovare, devine tot mai cunoscut. At\u00e2t de cunoscut, \u00eenc\u00e2t <em>&#8222;nescaf\u00e9&#8221;<\/em> devine substantiv comun (fr. <em>nes, nescaf\u00e9<\/em>, sp. <em>nescaf\u00e9<\/em>), sinonim cu <em>&#8222;cafea solubil\u0103&#8221;<\/em> (sau <em>&#8222;cafea instant&#8221;<\/em>).<\/p>\n<p><strong>Nesul \u00een Rom\u00e2nia<\/strong><\/p>\n<p>Rom\u00e2nii consumau, nu \u015ftim dac\u0103 \u015fi \u00eenainte, dar cu siguran\u0163\u0103 dup\u0103 1970, nescaf\u00e9 (cuv\u00e2ntul era mai frecvent folosit, \u00een limbajul familiar, sub forma de <em>&#8222;nes&#8221;<\/em>, uneori chiar diminutivat\u0103 <em>&#8222;nesule\u0163&#8221;<\/em>), chiar dac\u0103 produsul de pe rafturile magazinelor nu era al firmei Nestl\u00e9 (Nestl\u00e9 a venit oficial \u00een \u0163ara noastr\u0103 \u00een 1995). Pentru rom\u00e2ni, \u00eenainte de 1989, <em>nes<\/em> (scris, uneori, \u015fi <em>ness<\/em>) sau <em>nescaf\u00e9<\/em> nu erau m\u0103rcile \u00eenregistrate ale firmei Nestl\u00e9, ci deveniser\u0103 numele comun al cafelei solubile, diferit\u0103 de cafeaua obi\u015fnuit\u0103.<\/p>\n<p>Chiar \u015fi \u00een ziua de azi pot fi g\u0103site pe forumuri discu\u0163ii despre deosebirea dintre cafea \u015fi nes. Dovada cea mai elocvent\u0103 c\u0103 <em>nes<\/em>, \u00een rom\u00e2ne\u015fte, \u00eenseamn\u0103 orice cafea solubil\u0103, nu doar aceea produs\u0103 de Nestl\u00e9, este oferit de un titlu de articol: <em>&#8222;O suceveanc\u0103 a \u00eencercat s\u0103 fure nes Jacobs \u015fi br\u00e2nz\u0103 de burduf&#8221;<\/em>.<\/p>\n<p>Procedeul nu este singular, \u015fi alte marci \u00eenregistrate celebre devenind \u00een rom\u00e2n\u0103 substantive comune: <em>&#8222;adida\u015fi&#8221;<\/em> sunt pantofii sport, inclusiv, vai!, cei produ\u015fi de Nike, iar <em>&#8222;xerox&#8221;<\/em> este copiatorul, chiar \u015fi, vai \u015fi vai!, cel fabricat de Minolta.<\/p>\n<p>La \u00eenceputul anilor 90, poveste\u015fte un publicitar, a fost demarat\u0103 o campanie care \u00ee\u015fi propunea <em>&#8222;s\u0103 \u00eei dezve\u0163e pe rom\u00e2ni s\u0103 zic\u0103 nes; \u015fi s\u0103 \u00eei \u00abeduce\u00bb s\u0103 spun\u0103 cafea solubil\u0103&#8221;<\/em>, dar&#8230; zadarnic:<em> &#8222;Lumea a continuat s\u0103 spun\u0103 nes chiar \u015fi \u00een instante c\u00e2t de c\u00e2t oficiale, cum ar fi meniurile restaurantelor&#8221;<\/em>.<\/p>\n<p>O firm\u0103 bucure\u015fteana de avocatur\u0103 a reluat, \u00een urm\u0103 cu vreo doi ani, str\u0103daniile, apel\u00e2nd \u00eens\u0103 la mijloacele profesiei &#8211; notific\u0103ri. Ca r\u0103spuns la o asemenea adres\u0103, pre\u015fedintele Academiei Rom\u00e2ne, acad. Ionel Haiduc, asigura cu c\u00e2teva luni \u00een urm\u0103 firma de avocatur\u0103 c\u0103 se va<em> &#8222;men\u0163iona \u00een dic\u0163ionarele care vor fi editate de Academia Rom\u00e2na ca \u00abNES\u00bb \u015fi \u00abNESCAFE\u00bb sunt marci \u00eenregistrate de c\u0103tre titularul Soci\u00e9t\u00e9 des Produits Nestl\u00e9 S.A.&#8221;<\/em> Mai mult dec\u00e2t at\u00e2t, Academia promite c\u0103<em> &#8222;\u00een dic\u0163ionarele prev\u0103zute (\u015fic!) mai sus nu va mai exista men\u0163iunea ca \u00abNES\u00bb \u015fi \u00abNESCAFE\u00bb \u00eenseamn\u0103 \u00abcafea solubil\u0103\u00bb&#8221;<\/em><\/p>\n<p>Nescaf\u00e9 nu este cafea solubil\u0103? Atunci ce este? S\u0103 mergem pe site-ul nestle.ro \u015fi s\u0103 vedem: <em>&#8222;NESCAF\u00c9\u00ae, cafea solubil\u0103. Cafeaua solubila se produce exact ca \u015fi cafeaua m\u0103cinata: boabele sunt amestecate, pr\u0103jite \u015fi m\u0103cinate. Dup\u0103 ce cafeaua a fost filtrat\u0103, se evapora ap\u0103 \u015fi astfel se ob\u0163ine pudra de cafea solubil\u0103&#8221;.<\/em> Iar din pres\u0103 afl\u0103m, prin gura unui &#8222;brand manager&#8221; de la Nestl\u00e9 Rom\u00e2nia, c\u0103 <em>&#8222;Prin programul \u00abDespre cafea cu s\u0103n\u0103tate\u00bb, dorim s\u0103 le explic\u0103m consumatorilor de cafea solubil\u0103 faptul c\u0103 b\u0103utura lor preferata reprezint\u0103 mai mult dec\u00e2t un gust bun&#8230;&#8221;.<\/em><\/p>\n<p>Z\u0103u dac\u0103 mai pricepem: este sau nu este, \u00een viziunea produc\u0103torului (inclusiv a firmelor de avocatur\u0103 care \u00eel reprezint\u0103), nesul &#8222;cafea solubil\u0103&#8221;? Pentru noi, b\u0103utorii de r\u00e2nd, zic\u0103 ce-or zice academicienii \u015fi avoca\u0163ii, nesul a fost \u015fi va r\u0103m\u00e2ne cafea de tip instant, pulbere sau granulat\u0103.<\/p>\n<p><strong><em>Sursa:<\/em> www.zf.ro<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Povestea oficial\u0103 dep\u0103nat\u0103 de gigantul alimentar Nestl\u00e9 spune c\u0103 \u00een 1930 guvernul Braziliei, confruntat cu o supraproduc\u0163ie de cafea pe care \u015fi-ar fi dorit s\u0103 o stocheze pentru a o scoate pe pia\u0163\u0103 \u00een anii cu recolte slabe, a luat &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"Nesul, sau cum a devenit o marc\u0103 de cafea (Nescafe) at\u00e2t de renumit\u0103\" class=\"read-more button\" href=\"https:\/\/www.lovendal.ro\/wp52\/nesul-sau-cum-a-devenit-o-marca-de-cafea-nescafe-atat-de-renumita\/#more-8372\" aria-label=\"Cite\u0219te mai multe despre Nesul, sau cum a devenit o marc\u0103 de cafea (Nescafe) at\u00e2t de renumit\u0103\">Cititi mai multe<\/a><\/p>\n","protected":false},"author":1,"featured_media":8373,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[9797,625,2383,2384],"class_list":["post-8372","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-afaceri","tag-afaceri","tag-cafea","tag-nescafe","tag-nestle","resize-featured-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Nesul, sau cum a devenit o marc\u0103 de cafea (Nescafe) at\u00e2t de renumit\u0103 - Secretele lui Lovendal<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lovendal.ro\/wp52\/nesul-sau-cum-a-devenit-o-marca-de-cafea-nescafe-atat-de-renumita\/\" \/>\n<meta property=\"og:locale\" content=\"ro_RO\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nesul, sau cum a devenit o marc\u0103 de cafea (Nescafe) at\u00e2t de renumit\u0103\" \/>\n<meta property=\"og:description\" content=\"Povestea oficial\u0103 dep\u0103nat\u0103 de gigantul alimentar Nestl\u00e9 spune c\u0103 \u00een 1930 guvernul Braziliei, confruntat cu o supraproduc\u0163ie de cafea pe care \u015fi-ar fi dorit s\u0103 o stocheze pentru a o scoate pe pia\u0163\u0103 \u00een anii cu recolte slabe, a luat ... 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