Someone once said the Philippines was not a coffee drinking country. While my tongue itched at a retort, I bit onto it. The AE in me would not allow such an insolent reply lest the agency lose this client. It was practically our bread and butter in this small bakery of an advertising agency.
The discussion sprung during a presentation on a product relaunch to revive the ailing brand. Needless to say, the Philippines was Nescafe country. Loyalty was borne out of habit, really. The market knew only one brand in the last 50 years. Cheap, accessible, familiar. Credit a great distribution network, too. Nothing beats being first.
Apart from flavour, of course, which our ailing brand had. But, it carried the baggage of everything that connoted ‘ailing’ — old, forgotten, decrepit. It was the nice, old woman at the corner whom we would smile at, but refused to engage in conversation. The brand was that old woman. We recognized her great qualities, but couldn’t be bothered.
First, we took the old woman and dressed her up nicely. We innovated the stick packaging for the ready-to-drink powdered formula. Yes, the same packaging that people seem to associate today to Nescafe. Ahem, ahem…no.
Among the few other nips and tucks we did, there was a proposal to reintroduce the now hip old woman to the growing population of youngsters in the neighbourhood. The bright bulb was to sample at the beaches —- young, crowded, craving for a perk-upper, and foreseeing the rise of out-of-home consumption with the introduction of Starbucks in the Philippines.
Then, that someone shoots it down with a one-two punch — not a coffee drinking country, and too hot to take coffee at the beach. It was the response a grandstander with blatant ignorance of our barako roots, poor recognition of the oncoming Starbucks lifestyle, and a general lack of imagination. My mind couldn’t grasp how silly this person was.
But, I kept my mouth shut. And, that made me the silliest person of all because, back then, I lacked the capacity to push the envelope to insist and persist on what I could feel in my gut. Ces’t la vie.
Today, the coffee experience has evolved so much the entire experience has gone beyond the humble sachet poured into a Nescafe glass with hot pandesal. The siren song of Starbucks has tempted us away.
Now, we willingly wait like forlorn lovers courting the barista who cup our hearts in their palms, and orchestrate a melodious story to while away the time. We stand there hypnotized by the rhythm, scents and conversation. It really is a long, long wait for coffee that is merely too burnt to be taken black decently. But, hey, its fair trade beans. Let’s help the poor farmers. So we keep drinking.
Sometimes, we have it to go. On good days, you have the handy mug for a 5-peso discount. Sometimes, it’s totally on the fly, and you request to have it packed. You get a tape over the sipping hole, a wasteful bundle of napkins, stirrers, and packets of sugar in a carton holder nestled into a paper bag. And, let’s not forget that protective sleeve that has gotten so thin it’s better to totally do without it, and truly make a difference saving the earth.
But, Coffee Bean and Tea Leaf stole my heart. They had an amazingly thin protective sleeve that truly kept your paper cup hand-friendly. Plus, it came with this amazing stopper slash stirrer. Lovely, lovely detail. So unexpected, yet so thoughtfully considered.
A whole world of coffee shops opened up for me. Until then, I merely accepted whatever Starbucks had to dish out because it was simply the only one there. But, stepping out of Coffee Bean and Tea Leaf with this amazing package was just wonderful.
I sat down to my hot Turkey and Cheddar Cheese sandwich, and hot cup of Mocha Latte. We’ve truly become a country of global coffee drinkers. To think, we just started with the humble sachet-cum-stirrer in a cup of hot water, and repurposed glass jar.
























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