Why it took Japan 20 years to drink coffee
Summary
TLDRThis video tells the story of how Japan transformed from a tea-drinking nation to one of the world's top coffee consumers, thanks to a groundbreaking marketing campaign by Nestlé and the innovative strategies of French psychoanalyst Kloter Rappaye. By targeting children with coffee-flavored candies, Nestlé created an emotional bond with the coffee flavor, which later translated into a massive coffee market. The video also highlights Rappaye's other successful projects, such as revamping the design of Chrysler's PT Cruiser based on emotional responses.
Takeaways
- 🇯🇵 Japan was not traditionally a coffee-drinking nation 60 years ago, with tea being the preferred beverage.
- 📈 Today, Japan is among the top 10 coffee consumers globally, largely due to a successful marketing campaign.
- 🧐 Kloter Rapi Rapaye, a French psychoanalyst, played a pivotal role in transforming Japan's coffee culture through emotional marketing strategies.
- 🎬 The 1952 film 'The Flavor of Green Tea Over Rice' highlighted the deep-rooted tea culture in Japan, making it a challenging market for coffee.
- 💡 Nestlé initially struggled to popularize coffee in Japan despite high-quality products and competitive pricing.
- 🔍 Rapaye's research revealed that Japanese consumers lacked emotional connections to coffee, as most had never tasted it.
- 🍬 Nestlé's strategy shift involved introducing coffee-flavored candies to children, creating an early emotional bond with the flavor.
- 🍫 The popularity of these candies, possibly including early versions of KitKat bars, paved the way for Nestlé to re-enter the market with coffee products.
- ☕ By 2014, Nestlé successfully established a coffee market in Japan, with instant Barista products catering to the needs of working adults.
- 🌐 Nestlé's long-term commitment to the Japanese market led to them becoming the market leader in coffee.
- 🚗 Rapaye's success with Nestlé was not an isolated incident; he also helped Chrysler redesign the PT Cruiser to evoke a sense of safety and security.
Q & A
Why was coffee not popular in Japan 60 years ago?
-Coffee was not popular in Japan 60 years ago because the country was primarily a tea-drinking nation, with no significant coffee culture at the time.
Who is credited with changing Japan's coffee consumption habits?
-Kloter Rapi Rapaye is credited with changing Japan's coffee consumption habits through a highly successful marketing campaign.
What was the role of Kloter Rapi Rapaye in Nestle's marketing strategy for Japan?
-Kloter Rapi Rapaye, a French psychoanalyst, was invited by Nestle to understand the emotional bonds of Japanese people with products. He conducted experiments to pinpoint why certain products were more favorable and advised Nestle on a long-term strategy focusing on coffee-flavored candies for children.
What was the initial strategy of Nestle to introduce coffee to Japan post-World War II?
-Nestle initially introduced coffee to Japan post-World War II with the hope of exploiting the new market. However, despite advertisements and promotions, coffee did not become mainstream.
Why did Nestle's initial attempts to popularize coffee in Japan fail?
-Nestle's initial attempts failed because coffee was not part of the Japanese culture and the emotional connection with the product was missing among the Japanese public.
How did Nestle's strategy evolve after Rapaye's advice?
-After Rapaye's advice, Nestle shifted its strategy to target children with coffee-flavored candies, aiming to create an emotional bond and imprint of happiness associated with the coffee flavor from an early age.
What was the impact of Nestle's coffee-flavored candies on the Japanese market?
-Nestle's coffee-flavored candies became extremely popular among Japanese youth and parents, which eventually led to a curiosity and acceptance of coffee as they grew older.
How did Nestle reintroduce coffee to the Japanese market after the success of coffee-flavored candies?
-After 10 years, when many of the candy customers were of working age and already consumers of caffeine, Nestle re-entered the market with new coffee offerings like instant Barista, which was perfect for making a quick cup of coffee.
What was the significance of the introduction of coffee-flavored KitKats in Japan?
-The introduction of coffee-flavored KitKats in Japan signified that consumers were well acquainted with the coffee flavor, and it added another product to the coffee empire that Nestle had helped establish in a tea-drinking nation.
What other successful project involving Kloter Rapi Rapaye is mentioned in the script?
-Another successful project involving Kloter Rapi Rapaye mentioned in the script is with Chrysler and their design for the PT Cruiser, where Rapaye's archetype research helped in understanding the emotional response to the car's design.
How did Rapaye's research contribute to the design of the PT Cruiser?
-Rapaye's research contributed to the PT Cruiser's design by identifying the emotional response of safety and security. As a result, the car's fenders were made more bulbous, the hatchback window smaller, and the windshield more upright to give it a truck-like look, resonating with people on an unconscious level.
Outlines
🇯🇵 Japan's Coffee Revolution: From Tea to Coffee Craze
The first paragraph introduces the remarkable transformation of Japan from a nation of tea drinkers to one of the top coffee consumers globally, within just 60 years. This change was orchestrated by a successful marketing campaign led by Kloter Rapi Rapaye. The narrative takes us back to the 1950s, highlighting Japan's preference for tea, exemplified by the film 'The Flavor of Green Tea Over Rice.' Despite Nestle's efforts to introduce coffee post-WWII, it failed to resonate with the Japanese public. The turning point came when French psychoanalyst Kloter Rapi Rapaye was invited to understand the emotional connection between Japanese people and products. His findings led to a strategic shift in Nestle's approach, focusing on marketing coffee-flavored candies to children to imprint the flavor in their early memories.
🍫 Nestle's Sweet Strategy: Conquering Japan with Coffee Candies
The second paragraph delves into the specifics of Nestle's strategic shift, detailing how they leveraged coffee-flavored candies to capture the Japanese market. Initially, the focus was on children to create a positive association with the coffee flavor. This approach led to the popularity of coffee-flavored treats among both children and their parents. Nestle then gradually introduced a variety of coffee-flavored candies, possibly including the precursors to the famous KitKat bars. After a decade, Nestle re-entered the market with a range of coffee products, capitalizing on the established familiarity and preference for coffee among the now adult candy consumers. By 2014, Japan's coffee market had reached new heights, and the introduction of coffee-flavored KitKats further solidified Nestle's position as a market leader.
🧠 The Genius of Kloter Rapi Rapaye: Transforming Industries
The final paragraph shifts focus to Kloter Rapi Rapaye, the mastermind behind Nestle's successful campaign in Japan. It outlines his transition from a child psychiatrist to a renowned marketing strategist with a string of successful projects. One notable example is his work with Chrysler on the PT Cruiser, where he applied similar research methods to identify emotional responses and design elements that resonated with consumers. Rapaye's innovative approach to marketing and product design has led to significant victories for various companies, showcasing his ability to understand and influence consumer behavior on a profound level.
Mindmap
Keywords
💡Coffee Consumption
💡Marketing Campaign
💡Tea Drinking Nation
💡Acquired Tastes
💡Nestle
💡French Psychoanalyst
💡Emotional Bonds
💡Coffee-Flavored Candies
💡KitKat Bars
💡Instant Baristas
💡Archetype Research
Highlights
60 years ago, Japan was not a coffee-drinking country.
Today, Japan is one of the top 10 coffee consumers globally.
Kloter Rapi Rapaye engineered a highly successful marketing campaign for coffee in Japan.
The 1950s Japan was a tea-drinking nation, highlighted by the hit film 'The Flavor of Green Tea Over Rice'.
Nestle initially failed to popularize coffee in Japan post-World War II.
Kloter Rapi Rapaye was invited by Nestle to understand Japanese cultural preferences.
Rapaye used psychoanalytic methods to explore emotional bonds with products.
Japanese participants had no emotional connection or memories associated with coffee.
Nestle was advised to focus on coffee-flavored candies for children to create an emotional bond.
Coffee-flavored candies became popular among Japanese youth and their parents.
Nestle reintroduced coffee to Japan after a decade, targeting now adult candy consumers.
By 2014, Japan's coffee market was at an all-time high.
Nestle's strategy led to them becoming the market leader in Japan's coffee industry.
Kloter Rapi Rapaye transitioned from child psychiatry to marketing strategy after his success with Nestle.
Rapaye's archetype research helped Chrysler redesign the PT Cruiser for emotional appeal.
Chrysler's PT Cruiser sales skyrocketed after incorporating Rapaye's findings.
The video discusses the power of emotional connections in marketing and product design.
Transcripts
[Music]
60 years ago
literally no one drank coffee in japan
okay maybe a few did but japan wasn't
really a coffee drinking country
now fast forward to today japan is one
of the 10 biggest consumers of coffee
and that whole shift happened thanks to
one guy
kloter rapi rapaye engineered one of the
biggest
and most successful marketing campaigns
in human history
it was so successful that it literally
created a multi-billion dollar
industry out of thin air and in this
video
we are going to explore exactly how he
made that happen
now let's take this back to the 1950s
japan was solely a tea drinking nation
this was majorly highlighted by the 1952
hit
the flavor of green tea over rice
besides it being controversial the most
interesting perspective of the film
is actually the title the comforting
taste and
flavor of green tea poured over rice was
and is a japanese all-time favorite
for most of you out here such a flavor
would be completely
out of imagination and experience let
alone provide
any comfort or solace thereby opening a
window for the topic of
acquired tastes when we talk about tea
versus coffee
it all comes down to personal preference
and this
was nestle's window into converting
japan
like all successful accomplishments it
took nestle more than one try to win
japan they initially brought coffee into
the country
post-world war ii in the hopes of
exploiting
the new market but unfortunately coffee
just didn't go
into the mainstream and no matter how
many advertisements or promotions nestle
launched
it just stayed on the shelf now
the thing was that nestle had perfected
its product over the years
from impeccable taste to great packaging
all topped up with affordable pricing
by all means coffee should have taken
the japanese market
so why didn't it to answer this mystery
they invited the famous french
psychoanalyst kloter rappae to japan
in 1975 well known for his research on
the emotional bonds humans form with
objects in their culture
he was the perfect solution to start
rapping assembled large groups of
japanese people and asked them to
participate in some
stimulus experiments where he played
soothing music
and got them to talk back through their
earliest childhood memories
after which he asked them to describe
their experiences
with different products and the emotions
they associated with them
this allowed him to pinpoint exactly
what made certain products more
favorable than others
towards the end he then asked them about
their experiences with coffee
but he got no response most had no
memories of coffee
in fact they'd never tasted coffee
that was it this discovery
would drive nestle into making one of
the boldest marketing moves of the 20th
century
once rapaye put the pieces together he
went back to nestle and said
please don't throw endless advertising
dollars at converting the japanese
public to coffee
your problem is much deeper this isn't a
problem
of awareness but emotion
he instead advised for a long-term
strategy
he asked nestle to focus on
coffee-flavored candies
and market them to focus on japanese
children
this would get the children to love
nestle's coffee flavor
from an early age building an imprint of
happiness in their minds
and memories taking over japan with
candy
was right up nestle's sleeve after all
they were a global leader in not only
coffee but also
chocolate so they flooded japan with
their coffee flavored goodies
which immediately became extremely
popular
with the japanese youth they loved them
and by extension of curiosity so did the
parents
they started simple with a dessert
of course there were already desserts
like the well-known coffee jelly
that dominated japan in the early 20th
century
but nestle aimed their desserts at the
children of japan
from there they slowly moved to release
other coffee flavored candies
now i'm not sure what exactly they were
but i'm sure
it wasn't anything less than today's
infamous kitkat bars
while currently japan's kitkat market is
off the charts
intricate and popular the japanese
flavors didn't really emerge
until the 2000s so it's more likely that
espresso and cafe ole kitkats
popped up around this time
still while they may not have been
kitkats nestle's coffee flavored
chocolates made a difference
after 10 years nestle was able to
re-enter japan
with a new wave of coffee offerings
many of their candy customers were now
of working age
they were already consumers of caffeine
and long work hours
so nestle was easily and successfully
able to release their
instant baristas perfect for making
a quick cup of coffee
by 2014 the coffee market was hitting
record highs in japan
according to the japan times and by the
time coffee flavored kitkats were
introduced
consumers were well acquainted with the
drink and flavor
this added another country to the coffee
empire
today nestle is the undisputed market
leader in that geography japan
is one of the largest consumers of
coffee in the world
importing over 500 000 tons of it
annually can you believe that nestle
takes the crown for commitment
they stayed waited and dominated a tea
drinking nation
with coffee
this wasn't the only successful project
of repair
but it was however his first before this
he was a child psychiatrist that worked
with
autistic children children that didn't
speak
trying to find a cure with no results
fortunately after speaking at a
university lecture
he was approached with nestle's problem
to convert japan
after experiencing success and results
at that level
he was amazed he left psychiatry and
started on his path of positive
results in fact his career is filled
with
countless victories helping companies
take over one market after the other
it's what he's known for another one of
his popular
projects is with chrysler and their
design
for the pt cruiser one look at the model
and you know it's a bit out of the
ordinary
but it wasn't always like this
the original 30s gangster look gives a
don't mess with me message so buyers
feel safe
and even though people fell for the
design little to none actually bought
the car this is where rapaye and his
archetype research came to play
like with nestle he conducted a series
of three hour long group researches
to help find the emotional response
or reptilian hot button as referred to
by repayer and to quote
that is the key to designing and
marketing
the product in the first part of the
groups
repaye asked the participants to pretend
that he was from another planet and
didn't know
what automobiles such as the pdcrucer
prototype
part in the room were used for and to
explain
its concept
in the second part they constructed
collages of words
they felt described the pt cruiser
for the third hour the lights were
dimmed and
participants were put into a waking
dream state
and asked to think back to their
childhoods and record
any memories that the prototype of the
pt cruiser
brought to mind a very similar process
to nestle's
but this time rapaye found issues of
safety
and security participants spoke of a
dangerous
outside world a jungle from which they
needed protection
as a result fenders were made more
bulbous
to appear more protective the hatchback
window
was made smaller to increase safety and
security
and the windshield was made more upright
to give the vehicle
a truck-like look
this paired with an equally safe and
stylish
interior a response from future research
groups
by rapaye chrysler was able to design
a had to have car the model resonates
with people
on an unconscious level it was
compelling and ideal
and as a result the pt cruiser sold like
hotcakes
to tell you the truth i'm truly amazed
how does one man come up with such
connections
connections that dictate not only
people's responses
but a whole nation's to have a mind like
that
i hope you enjoyed today's video on one
man's genius brain
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