Trending: Dalgona Coffee

Have you tried whipped coffee, or Dalgona Coffee, yet?

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Starting from a viral video on Tik Tok by @iamhannahcho, the trendy coffee is made from equal parts sugar, instant coffee, and hot water then poured over milk. Just from watching the first video, the idea is captivating. Who doesn't love eating something that seems like a science experiment?

My attempt at the whipped coffee trend.

I tried it, but I'm going to be the first to admit... I did not like it. I'm a self-proclaimed coffee snob. I do not add any sugar or sweetener to my coffee. I will avoid instant coffee like the plague. I actually had to have someone explain to me how to "make" instant coffee because I just did not understand. This is all besides the point though.

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During the time of COVID-19, how can something such as Dalonga coffee be trending when there are food shortages? Did everyone buying up the milk, sugar, and instant coffee have an effect on the market? In reality, it probably didn't. It only takes a tablespoon of each ingredient to make the drink.

But how many people were buying milk, instant coffee, and sugar just to make one drink and then realised they didn't like whipped coffee? They'll most likely use the sugar and milk in other recipes, but if you're like me the instant coffee would probably sit in the back of the pantry until a time of caffeine desperation. (Disclaimer: My housemate and I "borrowed" some instant coffee from relatives).

At home food trends like this make me wonder if retailers are seeing a significant increase in sales for these specific products? Will companies start using whipped coffee Tik Tok videos in their marketing plans?

Taking a look at Nescafe's Instagram and website, I did not see any mentions of the trend. Moccona Coffee Australia, however, has jumped on the trend and made a feature post on their instagram. The post even includes the recipe. It would be interesting to learn if their engagement and website traffic has increased due to this post. From a marketing perspective, I think they did the right thing by jumping on the whipped coffee bandwagon.

Viral trends are quick to the market and usually do not last, but they can provide an opportunity for retailers to profit. The power of social media has changed retailing, and it is important for brands to be on the top of their social media and marketing strategies. The whipped coffee trend is the perfect example. Moccona most likely will not make another post about the trend, but they have probably benefited from the one post they made.

https://video.wixstatic.com/video/31d481_70b74408f90245218950621cb011d803/1080p/mp4/file.mp4

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I believe the idea behind the whipped coffee trend is very wholesome. In the days of social distancing, it's a fun activity to do at home with your loved ones. There has even been spin offs of the original recipe that now feature Nutella. If you have the ingredients at home, I say definitely give it a try! I'm sure the trend will pop up 10 years from now on some TV show summarizing the decade. It's always fun being able to say "I did that!"

In conclusion, I believe viral trends are impactful for retailers. Do you think they deserve marketers attention or should retailers reap the benefits without paying too much attention to it? Have you made whipped coffee, and did you like it?

Let me know your thoughts and comment below!