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Possibly the Best Coffee Commercial of the Year With a Surprise Ending

Timothy Boyer Ph.D.'s picture
A coffee ad to brighten your day.

Here’s a quick video of a must-watch coffee advertisement that if it does not convince you to change your coffee ways, it will at least put a smile on your face this morning.


So as not to spoil the surprise, here is the video to watch before learning a little bit more about its origin:

According to a news release posted by Associated Press, Waka Coffee recently announced the launch of the “Loved Even by Coffee Connoisseurs” advertising campaign, created to generate more awareness towards the growing popularity of instant coffee in the U.S.

Part of the newly launched campaign is the above video featuring “Court” played by Rafael Alejandro, as he goes through his daily coffee routine leading viewers to believe that “Court” is a serious coffee connoisseur…but one of instant coffee, as viewers discover in the end of clip.

“We know there are many people who drink instant coffee, but they wouldn’t admit to doing so,” said David Kovalevski, Founder and CEO of Waka Coffee. “This misperception that all instant coffee is bad is the category’s biggest marketing problem. I started Waka to show there could be a quality instant coffee brand. Now we want to tell people they don’t have to be embarrassed to say they love it, even if they consider themselves coffee connoisseurs.”

According to the Waka website, Waka’s instant coffee is made of 100% Arabica beans and freeze-dried to preserve the original beans’ taste and aroma. In addition, Waka Coffee donates 4% of its profits to charity: water to support clean drinking water initiatives around the world. Waka Coffee gives you the benefits of quality coffee faster and more easily, so you can make more time for the things you love.

Can Instant Coffee Earn Respectability?

Can instant coffee ever achieve a measure of respectability among coffee drinkers who brew daily? As someone who loves brewing and sharing coffee, I admit that on occasion I do drink instant coffee. However, to be fair, I also like licking a 9-volt battery occasionally too.

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That shared, I have discovered in Asia some instant coffees that are surprising good. Here are two Vietnamese brands that I’ve written about earlier.

In addition, here’s some advice on How to Fake Out Your Instant Coffee and Fool Your Friends.

Coffee Talk

Coffee talk is meant to encourage discourse between you and someone you are having coffee with, as well as for the comments section below. If you agree or disagree with the topic and what is said, or have something you would like to share, Coffee Talk is there for you.

If real life coffee talks were more like this Nescafe coffee commercial from the past, I don’t think anyone would care what they were drinking. Enjoy this blast from the past!

Timothy Boyer has a Ph.D. in Molecular and Cellular Biology from the University of Arizona. For 20+ years he has been employed as a freelance health and science writer. Timothy continues writing about science with a focus on the connection between coffee and healthy living. For continual updates about the benefits of coffee on your health, you can also follow Timothy on Twitter at TimBoyerWrites.

Image courtesy of Photo by Andrew Umansky on Unsplash

Reference: “Waka Coffee is Releasing Its First Ever Video Ad Aimed Towards Changing Your Perception About Instant Coffee” Associated Press paid content press release, Aug. 4, 2020.