Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/153000
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- Title
- ''It only takes a jiffy to make'' : Nestlé, Australia and the convenience of instant coffee
- Related
- Food, culture, & society, Vol. 12, No. 2, (2006), p.217-233
- DOI
- 10.2752/175174409X400747
- Publisher
- Oxford, Uk : Berg Publishers
- Date
- 2009
- FoR/RFCD Code(s)
-
160800 Sociology
149900 Other Economics
111100 Nutrition and Dietetics
- Author/Creator
- Khamis, Susie
- Description
- In 1928, Australia was, per capita, the world's leading tea-drinking nation. This began to change after the Second World War, as Nestlé popularized the first product that could challenge Australians' commitment to tea: Nescafé instant coffee. In various ways, Nescafé embodied several of the most fashionable discourses of the postwar period. This article considers various advertisements that Nestlé used to promote Nescafé and shows that, despite the deep hold that tea had over Australians, Nescafé proved a powerful contender. In short, it symbolized modern convenience, American glamour and demographic shifts. As such, the burgeoning popularity of Nescafé shows that, as much as tea's place was tied to an overwhelmingly British heritage, so too was Nescafé's rise linked to similarly profound developments. Moreover, with its reputation for research and innovation already established in Australia, Nestlé was ideally positioned to endear a nation of tea-drinkers to what had once been widely ignored.
- Description
- 17 page(s)
- Subject Keyword
- 160800 Sociology
- Subject Keyword
- 149900 Other Economics
- Subject Keyword
- 111100 Nutrition and Dietetics
- Subject Keyword
- instant coffee
- Subject Keyword
- Australia
- Subject Keyword
- Americanization
- Subject Keyword
- Nescafé
- Resource Type
- journal article
- Organisation
- Macquarie University. Dept. of Media, Music, and Cultural Studies
- Identifier
- http://hdl.handle.net/1959.14/153000
- Identifier
- ISSN:1552-8014
- Identifier
- mq-rm-2009004866
- Language
- eng
- Reviewed
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