Atlas of an Invisible Empire (and Islands)
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ATLAS OF ( AND ISLANDS ) AN INVISIBLE EMPIRE
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Transcript of Atlas of an Invisible Empire (and Islands)
ATLAS OF(AND ISLANDS)
AN
IN
VIS
IBL
E
EM
PIR
E
CONTENTS
PROLOGUE12 DESIGN (EU)TOPIA
14 DREAMING OF ISLANDS
INVISIBLE ISLANDS20 INVENTORY OF
SELECTED BELONGINGS40 ISSUE CRAWLER &
HARVESTER
AN INVISIBLE EMPIRE52 ABOUT MILO
56 NESTLÉ LIST OF BRANDS58 NESTLÉ HEADQUARTERS
60 VIRTUAL VS ACTUAL BASE62 NESTLÉ VS WORLD
64 NESTLÉ VS BABY MILK66 NESTLÉ VS URANIUM
68 NESTLÉ VS FAKE LIKES70 INVENTORY OF SELECTED
NESTLÉ PRODUCTS
EPILOGUE92 MATERIAL WORLD
94 GLOBALISATION: GLOBAL CONSUMER CULTURE?
TH
E H
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L <
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S A
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“HID
E”
SC
RIP
TS
IN T
HE
SO
UR
CE
CO
DE
AN
D A
RE
NO
T D
ISP
LA
YE
D IN
WE
B B
RO
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ER
S
PROLOGUE
DESIGN
(EU)TOPIA
How does Europe look like to a Graphic Designer who hails from halfway across the world? Growing up in post-British colonial Malaysia, my one personal link to this Western continent was a box of monochromatic photos taken some fi fty years ago by my late father. They were snapshots taken while he was undertaking Commercial Art studies in Dublin.
It wasn’t until in 2003, during my fi rst job with London-based designers VW+BS, that the beginnings of a love affair with European design 10,000 kilometers away, began. At age 19 (I had left tertiary studies earlier than my peers due to fi nancial reasons), I worked at their satellite offi ce in Kuala Lumpur. The only clock in the studio, sat on one side of the white wall above the fax machine, was set to London time.
MELISSA CHAN
Sometimes, I would sit on one of the few Verner Panton chairs in the studio, and pour through the library of books and assorted catalogues. My employers had carted back piles of printed matter from abroad; they were arranged in white fi ling boxes labeled “London,” “Köln,” “Milan,” and other cities that I had imagined as design utopias.
Mike Chan, Ireland, circa 1960s
My desk at VW
+BS Kuala Lum
pur, circa 2005
DREAMING
OF
ISLANDS
For many years, I held a faraway dream of this vision of utopia. I desired for and to create this “utopian island.” As Deleuze eloquently described, that “dreaming of islands —whether with joy or in fear, it doesn’t matter – is dreaming of pulling away, of being already separate, far from any continent, of being lost and alone – or it is dreaming of starting from scratch, recreating, beginning anew.” (Deleuze, Desert islands, Landfall 125) I obsessively bought every issue of Monocle magazine. In the act of possessing these curated journals on (mostly) utopian Western culture, I had hoped for The Great Escape. I dreamt of a living in and being surrounded by a perfectly curated and well-designed environment. In my mind, the Western culture, in particular of Northern Europe, was placed highly on a pedestal.
« …on the desert island we can either conform with the social coding inherited from our point of origin (like Crusoe) or break free and be reborn, become anything, even disappear. » (“What Can A Desert Island Do?”)
« The range of islands has no objective unity, and deserted islands have even less. » (Deleuze, Desert islands, Landfall 127)
Islands and frames, on a metaphorical level defi ne invisible, intangible surrounding borders. Borders around an island exists geographically. But as Delueze describes a desert island, “… is never simply a geographical representation, rather it exists virtually – as an extended plot point or plateau for a special set of creatures and creatings.” (“What Can A Desert Island Do?”)
« Unlike Susan Sontag, who feels that “the image can only affect us, not provide us with an understanding of what we see,” Butler believes that photographs – i.e., whatever visual image that lies within the frames of the photo itself – whether deliberately or not, already determine what can be interpreted (Butler 66). » (Watkins)
In a frame, there is the need for something “framing” or holding the content within it. The vision I have of this design utopia / island itself is a frame. This frame in my mind, as Butler puts it, “a structuring scene of interpretation.”(Butler 67). (Watkins)
What is this “utopian island” in my mind? Is it really as as it seems or as I perceive it to be?
MELISSA CHAN
Works Cited:
“What Can A Desert Island Do?” Seventeen Gallery. Seventeen Gallery, n.d. Web. 30 Mar. 2014.
Deleuze, Gilles. Desert Islands. Landfall. Jap Sam Books, 2011. Print.
Watkins, Terie Lea. “Judith Butler, Frames of War.” Rhizomes: Cultural Studies in Emerging Knowledge. RHIZOMES, 2010. Web. 31 Mar. 2014.
INVISIBLE
ISLANDS
I needed a waterproof and sturdy bag, a not too bulky one that can store al l my things and my laptop for my everyday commutes on my bicycle, and short tr ips on trains. I saved up for two months; I happi ly purchased a Kanken backpack (by Swedish brand Fjäl l räven) at their f lagship store in Amsterdam. I ’ve had my eye on i t for a whi le, and — f inal ly ! — i t ’s mine.
So I went home, looked closer at the bag for any faults in case I needed to return i t , and I came across the label sewn on the s ide of the bag.
“Made in Vietnam.”
INVENTORY OF
H&M
SWEDEN
H&M
SWEDEN
H&M
SWEDEN
WEEKDAY MTWTFSS
SWEDEN
TOPSHOP
UK
H&M
SWEDEN
SELECTED BELONGINGS
H&M
SWEDEN
H&M
SWEDEN
H&M
SWEDEN
WEEKDAY MTWTFSS
SWEDEN
H&M
SWEDEN
H&M
SWEDEN
WEEKDAY MTWTFSS
SWEDEN
CHEAP MONDAY
SWEDEN
BAGGU
USA
ZARA
SPAIN
WEEKDAY MTWTFSS
SWEDEN
FREITAG
SWITZERLAND
INVENTORY OF
TOPSHOP
UK
FJÄLLRÄVEN
SWEDEN
TOPSHOP
UK
BAGGU
USA
NIKE
USA
SELECTED BELONGINGS
NIKE
USA
MMMG
SOUTH KOREA
DOC MARTENS
UK
PORTER
JAPAN
INVENTORY OF
WEEKDAY MTWTFSS
SWEDEN
TOPSHOP
UK
LACOSTE
FRANCE
CASIO
JAPAN
SELECTED BELONGINGS
H&M
SWEDEN
H&M
SWEDEN
H&M
SWEDEN
WEEKDAY MTWTFSS
SWEDEN
TOPSHOP
UK
H&M
SWEDEN
MADE IN CHINA
MADE IN CAMBODIA
MADE IN BANGLADESH
MADE IN BANGLADESH
MADE IN CHINA
MADE IN TURKEY
INVENTORY OF
H&M
SWEDEN
H&M
SWEDEN
H&M
SWEDEN
WEEKDAY MTWTFSS
SWEDEN
H&M
SWEDEN
H&M
SWEDEN
MADE IN CHINA
MADE IN CHINA
MADE IN TURKEY
MADE IN CAMBODIA
MADE IN CHINA
MADE IN TURKEY
SELECTED BELONGINGS
WEEKDAY MTWTFSS
SWEDEN
CHEAP MONDAY
SWEDEN
BAGGU
USA
ZARA
SPAIN
WEEKDAY MTWTFSS
SWEDEN
FREITAG
SWITZERLAND
MADE IN CHINA
MADE IN CHINA
MADE IN USA
MADE IN PORTUGAL
MADE IN TURKEY
MADE IN SWITZERLAND
INVENTORY OF
TOPSHOP
UK
FJÄLLRÄVEN
SWEDEN
TOPSHOP
UK
BAGGU
USA
NIKE
USA
MADE IN CHINA
MADE IN VIETNAM
MADE IN CHINA
MADE IN EGYPT
MADE IN CHINA
SELECTED BELONGINGS
NIKE
USA
MMMG
SOUTH KOREA
DOC MARTENS
UK
PORTER
JAPAN
MADE IN CHINA
MADE IN CHINA
MADE IN THAILAND
MADE IN JAPAN
INVENTORY OF
WEEKDAY MTWTFSS
SWEDEN
TOPSHOP
UK
LACOSTE
FRANCE
CASIO
JAPAN
MADE IN ITALY
MADE IN TURKEY
MADE IN THAILAND
MADE IN CHINA
(SOME PARTS JAPAN)
SELECTED BELONGINGS
INVENTORY OF
SELECTED BELONGINGS
INVENTORY OF
MADE IN ?
MADE IN CHINA
MADE IN GERMANY
MADE IN UK
MADE IN GERMANY
MADE IN FRANCE
MADE IN UK
MADE IN USA
MADE IN CANADA
MADE IN ITALY
MADE IN ITALY
MADE IN USAMADE IN
FRANCE
MADE IN GERMANY
MADE IN CANADA
SELECTED BELONGINGS
MADE IN ?
MADE IN FRANCE
MADE IN SPAIN
MADE IN FINLAND
MADE IN USA
MADE IN ?
MADE IN MEXICO
MADE IN AUSTRALIA
MADE IN IRELAND
MADE IN FRANCE
MADE IN TURKEY
MADE IN AUSTRALIAMADE IN
?
MADE IN GERMANY
MADE IN GERMANY
MADE IN AUSTRALIA
<!-
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Brand
H&M
WEEKDAY
H&M
WEEKDAY
H&M
TOPSHOP
H&M
H&M
H&M
H&M
H&M
H&M
WEEKDAY
ZARA
TOPSHOP
TOPSHOP
CHEAP MONDAY
WEEKDAY
FJÄLLRÄVEN
BAGGU
BAGGU
FREITAG
NIKE
NIKE AIR MAX
DOC MARTENS
TOPSHOP
LACOSTE
MMMG
PORTER
WEEKDAY
CASIO
CHANEL
MAYBELLINE
TOPSHOP
AESOP
AESOP
H&M
H&M
BAUSH + LOMB (RENU)
SEBASTIAN
REVLON
M.A.C
M.A.C
M.A.C
M.A.C
M.A.C
M.A.C
M.A.C
TOPSHOP
TOPSHOP
NIVEA
L‘OCCITANE
L‘OCCITANE
H&M
H&M
VASELINE
COLGATE
AQUAFRESH
HEAD & SHOULDERS
CLEARASIL
LUSH
ORAL-B
SEBA MED
Item
SCARF
SCARF
JACKET
JUMPER
DENIM TOP
TOP
PARKA
COAT
JEANS
PANTS
JUMPER
JUMPER
JUMPER
TOP
JEANS
JEANS
JEANS
SOCKS
BACKPACK
BACKPACK
POUCH
WALLET
SHOES
TRAINERS
BOOTS
SHOES
SNEAKERS
TOTE
WALLET
TOP
WRISTWATCH
PERFUME
EYELINER
EYELINER
BLEMISH GEL
TONER
NAIL POLISH
NAIL POLISH
LENS SOLUTION
HAIR WAX
HAIR SPRAY
LIP GLOSS
FOUNDATION
BLUSHER
EYESHADOW
PREP BASE CREAM
CONCEALER
EYE CONCEALER
EYE SHADOW / KOHL
EYE SHADOW
DEODORANT
HAND CREAM
LIP BALM
LIP BALM
BODY LOTION
BODY GEL OIL
TOOTHPASTE
TOOTHPASTE
SHAMPOO
FACE WASH
FACE CLEANSER
TOOTHBRUSH
BODY WASH
Bought in
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
MALAYSIA
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
NETHERLANDS
NETHERLANDS
SINGAPORE
SINGAPORE
GERMANY
SINGAPORE
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
AUSTRALIA
TAIWAN
NETHERLANDS
SINGAPORE
SINGAPORE
NETHERLANDS
MALAYSIA
MALAYSIA
MALAYSIA
NETHERLANDS
NETHERLANDS
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
MALAYSIA
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
NETHERLANDS
Made in
CHINA
CHINA
CHINA
CAMBODIA
CAMBODIA
TURKEY
CHINA
CHINA
BANGLADESH
BANGLADESH
TURKEY
TURKEY
CHINA
PORTUGAL
CHINA
EGYPT
CHINA
TURKEY
VIETNAM
CHINA
USA
SWITZERLAND
CHINA
CHINA
THAILAND
ITALY
THAILAND
CHINA
JAPAN
TURKEY
CHINA (SOME PARTS JAPAN)
FRANCE
GERMANY
GERMANY
AUSTRALIA
AUSTRALIA
TURKEY
TURKEY
USA
MEXICO
SPAIN
USA
USA
CANADA
CANADA
UK
ITALY
CANADA
ITALY
–
GERMANY
FRANCE
FRANCE
GERMANY
CHINA
–
FINLAND
–
–
FRANCE
UK
IRELAND
GERMANY
INVENTORY OF
<!-- B
EL
OW
TH
E S
UR
FA
CE
-->
Brand’s or ig in
SWEDEN
SWEDEN
SWEDEN
SWEDEN
SWEDEN
ENGLAND
SWEDEN
SWEDEN
SWEDEN
SWEDEN
SWEDEN
SWEDEN
SWEDEN
SPAIN
ENGLAND
ENGLAND
SWEDEN
SWEDEN
SWEDEN
USA
USA
SWITZERLAND
USA
USA
GERMANY/ENGLAND
ENGLAND
FRANCE
KOREA
JAPAN
SWEDEN
JAPAN
FRANCE
USA
ENGLAND
AUSTRALIA
AUSTRALIA
SWEDEN
SWEDEN
USA
USA
USA
CANADA
CANADA
CANADA
CANADA
CANADA
CANADA
CANADA
UK
UK
GERMANY
FRANCE
FRANCE
SWEDEN
SWEDEN
USA
USA
USA
USA
USA
UK
USA
GERMANY
Parent company
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
ARCADIA GROUP
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
HENNES & MAURITZ
INDUSTRIA DE DISEÑO TEXTIL 1
ARCADIA GROUP
ARCADIA GROUP
HENNES & MAURITZ
HENNES & MAURITZ
FJALLRAVEN
BAGGU
BAGGU
FREITAG
NIKE INC 2
NIKE INC 2
PERMIRA (PRIVATE EQUITY)
ARCADIA GROUP
MAUS FRÈRES
MMMG
PORTER
HENNES & MAURITZ
CASIO
PRIVATELY OWNED 3
L’ORÉAL 4
ARCADIA GROUP
AESOP
AESOP
HENNES & MAURITZ
HENNES & MAURITZ
VALEANT PHARMACEUTICALS 5
PROCTER & GAMBLE
MACANDREWS & FORBES
ESTEE LAUDER
ESTEE LAUDER
ESTEE LAUDER
ESTEE LAUDER
ESTEE LAUDER
ESTEE LAUDER
ESTEE LAUDER
ARCADIA GROUP
ARCADIA GROUP
BEIERSDORF
L’OCCITANE GROUP
L’OCCITANE GROUP
HENNES & MAURITZ
HENNES & MAURITZ
UNILEVER
COLGATE-PALMOLIVE
GLAXOSMITHKLINE
PROCTER & GAMBLE
RECKITT BENCKISER GROUP
PRIVATELY OWNED
PROCTER & GAMBLE
SEBAPHARMA
3 privately held company owned by Alain and Gerard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of the couturière Gabrielle Bonheur Chanel.
4 Nestlè has owned a stake in L’Oreal since 1974 when it bought into the company at the request of Liliane Bettencourt, the daughter of the founder of L’Oreal and world’s richest woman, who was trying to prevent the French state’s intervention in the company.
5 previously owned by Warburg Pincus PLC. B+L started Ray-Ban (sold to Italian Luxxotica group)
1 also owns Massimo Dutti, Uterqüe, Stradivarius, Bershka and Pull and Bear.
2 Nike owns two key subsidiaries: Converse Inc. and Hurley International.
SELECTED BELONGINGS
Based on my inventory of my own belongings, I was led to the fact that H&M also owns Cheap Monday, MTWTFSS Weekday, COS and & Other Stor ies. As I researched further on the or igins of the brands, some of them were part of global parent groups such as Procter & Gamble, Nest lé and Uni lever, to name a few.
I attempted to see i f there were any out l inks between these organisat ions. I used Digita l Methods’ Issue Crawler tool and ran a crawl on the websites of P&G, Uni lever, H&M and Nest lé. The results that came back was the inter l inking between Uni lever and Nest lé with Facebook and Rainforestal l iance.org.
This inter l inking was due to fact that Lipton (Uni lever) and Nespresso (Nest lé) has l inks because of trade in tea leaves and coffee beans.
I a lso tr ied extract ing URLs with Digita l Method’s Harvester tool . The one l ink that frequent ly showed up was Facebook.
AN
INVISIBLE
EMPIRE
ABOUT
MILO
Milo is synonymous with its green packaging and chocolate-y goodness. It was fi rst introduced in Malaysia during the 50s — every child since then has most likely grown up with the brand. It is an essential part of my childhood growing up; every morning before school I would have a cup of hot Milo. Even up until today, I still crave for it — on long travel journeys, I would pack a to-go tin or pack for the roadtrip. At “mamak stalls (coffee shops run by Indian-Muslims)” with friends, regardless the time of the day, we would order a cup of iced- or hot Milo.
At school events, every kid would anticipate the Milo truck. Iced Milo in paper cups would be served. The Milo truck is very nolstagic for a lot of Malaysians, especially those who grew up in the 80s and 90s.
MELISSA CHAN
The way Milo was marketed felt very local — not many people knew Nestlé, which produces it, originates from Switzerland. This is also the same case with Maggi — most Malaysians also grew up with it (their line of instant noodles are very popular), but most thought it was (or probably still think it is) a Malaysian brand.
Milo to me, is my comfort chocolate drink (I have since replaced it with Chocomel eversince I came to Holland. The imported Milo is rather expensive here). Nestlé has been a part of pretty much my whole life because of Milo, but I was never really aware until I got a bit older. Even then, I really never thought about it when I’m drinking a cup of Milo. Nestlé always seemed almost invisible, somewhere in the background, silent and unseen.
How many brands does Nest lé own or have shares in? On their website, they cla im to own 2,000+ brands worldwide.
Where is i t ’s headquarters located? What is their object ive? How many people bel ieve in their brand(s) — what is their v i r tual g lobal reach? Are they real ly providing what they cla im, “Good Food, Good Li fe”?
Baby foods
CERELACGERBERGERBER GRADUATESNATURNESNESTUM
Bott led-water
NESTLÉ PURE LIFEPERRIERPOLAND SPRINGS.PELLEGRINO
Cereals
CHOCAPICCINI MINISCOOKIE CRISPESTRELITASFITNESSNESQUIK BREAKFAST CEREAL
Chocolates & confect ionery
AEROBUTTERFINGERCAILLERCRUNCHKITKATORIONSMARTIESTOLL HOUSEWONKA
Coffee
NESCAFÉ NESCAFÉ 3IN1NESCAFÉ CAPPUCCINONESCAFÉ CLASSICNESCAFÉ DECAFNESCAFÉ DOLCE GUSTONESCAFÉ GOLDNESPRESSO
Cul inary, chi l led & frozen food
BUITONIDIGIORNOHERTAHOT POCKETSJACK’SLEAN CUISINEMAGGISTOUFFER’STHOMYTOMBSTONE
Dairy
CARNATIONCOFFEE-MATELA LAITIÈRENIDO
Drinks
JUICY JUICEMILONESQUIKNESTEA
Food service — Nest lé Professional
CHEFCHEF-MATELEAN CUISINEMAGGIMILOMINOR’SNESCAFÉNESTEASJORASTOUFFER’S
Healthcare nutr i t ion
BOOSTNUTREN JUNIORPEPTAMENRESOURCE
LIST ON NESTLE.COM
< DATA SOURCE http://www.nestle.com/brands > < RETRIEVED 2014 MAY 28 >
<!-
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Z -
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Ice cream
DREYER’SEXTRÊMEHÄAGEN-DAZSMÖVENPICKNESTLÉ ICE CREAM
Petcare
ALPOBAKERS COMPLETEBENEFULCAT CHOWCHEF MICHAEL’S CANINE CREATIONSDOG CHOWFANCY FEASTFELIXFRISKIESGOURMETPURINAPURINA ONEPURINA PRO PLAN
Weight management
OPTIFAST
<!-- L
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ST
LÉ
BR
AN
DS
-->
Cereals
CHEERIOS (IN NON-US MARKETS)CHOCAPICCINI MINISCLUSTERSCOOKIE CRISP (IN NON-US MARKETS)CRUNCH (CEREAL)CURIOUSLY CINNAMONCURIOUSLY STRAWBERRYFITNESSEFORCE FLAKESGOLD FLAKESGOLDEN GRAHAMS (IN NON-US MARKETS)GOLDEN NUGGETSGOLDEN MORN (NIGERIA)HONEY STARSKOKO KRUNCHLION CEREALMILO CEREALSNESQUIK CEREALNESTLÉ CORN FLAKESSHREDDIES (UK & IRELAND)
Performance nutr i t ions
MUSASHINESTONNESVITAPOWERBARPRIASUPLIGENSORBETES (PHILIPPINES)TEMPTATIONS (PHILIPPINES)UNDERGROUND IS (DENMARK)VALIOJÄÄTELÖ (FINLAND)ZER0% FAT (PHILIPPINES)
Infant food
ALETEALFAREBEBABONA (FINLAND)CÉRÉLACFARINHA LÁCTEA (BRAZIL)FM 85GERBERGOOD STARTGUIGOZLACTOGENNANNAN HANANSOYNESLACNESTLÉNESTOGENNESTUM (PORTUGAL)NIDOPILTTI (FINLAND)PRENANNESTLÉ PRINCESSA (POLAND)OREO (CANADA)PETERS (AUSTRALIA)PUSH-UPSAVORY (CHILE)SCHÖLLER (GERMANY & AUSTRIA)SKINNY COWSORBETES (PHILIPPINES)TEMPTATIONS (PHILIPPINES)UNDERGROUND IS (DENMARK)VALIOJÄÄTELÖ (FINLAND)ZER0% FAT (PHILIPPINES)
Frozen food
STOUFFER’SLEAN CUISINEBUITONIHOT POCKETSLEAN POCKETSPAPA GUISEPPILA COCINERA (SPAIN)TOMBSTONE PIZZAJACK’S PIZZADIGIORNO PIZZACALIFORNIA PIZZA KITCHEN FROZENWAGNER PIZZA (ALL OVER EU)
Foodservice products
CHEF-MATEDAVIGELMINOR’SSANTA RICA
Refr igerated products
BUITONIHERTANESTLÉTOLL HOUSEKATIE’S PIZZA
LIST ON WIKIPEDIA
< DATA SOURCE http://en.wikipedia.org/wiki/List_of_Nestlé_brands > < RETRIEVED 2014 MAY 21 >
Chocolate, confect ionery & baked goods
100 GRAND BARABUELITAAEROAFTER EIGHTALLENSANIMAL BARBABY RUTHBERTIE BEETLE (AUSTRALIA)BIG TURK (CANADA)BON PARI (SLOVAKIA, CZECH REPUBLIC, POLAND AND HUNGARY)BUTTERFINGER (CANADA, UNITED STATES)BUTTERFINGER BB’S (DISCONTINUED)BUTTERFINGER BITES (UNITED STATES)BUTTERFINGER CRISP (UNITED STATES)BUTTERFINGER PEANUT BUTTER CUPS (UNITED STATES, JAN 2014)BUTTERFINGER SNACKERZCAILLERCAPRI (CHILE)CARAMACCARLOS V (CANDY BAR)CHARGE (BRAZIL)CHIPS AHOY! (CANADA)CHOCOLATE SURPRESA (BRAZIL)CHOKITO (BRAZIL, SWITZERLAND AND AUSTRALIA)COCOSETTE (VENEZUELA)COFFEE CRISP (CANADA)CHUNKYD’ONOFRIO (PERÚ)DAMAK (TURKEY)DRIFTERFIZZFINDLEFRIGORGALAK / MILKYBARGOOBERSHEAVENHERCULES BARS (DISNEY)JOJO (SLOVAKIA, CZECH REPUBLIC AND POLAND)ICEBREAKERSKIT KAT (EXCEPT IN THE UNITED STATES, WHERE IT IS A HERSHEY’S PRODUCT) LIONLOLLO (BRAZIL)MATCHMAKERSMILKY BARMINTIES (AUSTRALIA)MIRAGEJOFFMOÇA (BRAZIL)MUNCHIESNEGRITA (CHILE)NESTLÉ ALPINE WHITENESTLÉ WITH ALMONDSNESTLÉ CRUNCHNESTLÉ CRUNCH CRISPNESTLÉ CRUNCH WITH CARAMELNESTLÉ CRUNCH WITH PEANUTS (LIMITED EDITION)NESTLÉ CRUNCH PIECESNESTLÉ CRUNCH WHITENESTLÉ MILK CHOCOLATENESTLÉ PRINCESSANESTLÉ WONDER BALLNESTLÉ YES (GERMANY)NIPSNUTS (EUROPE)OH HENRYORION (CHOCOLATE) (SLOVAKIA, CZECH REPUBLIC)PEPPERMINT CRISPPERÚGINA BACIPOLOPRESTÍGIO (CHILE, BRAZIL)PRINCESSA (POLAND)QUALITY STREETRAISINETSROLO (EXCEPT THE UNITED STATES WHERE HERSHEY MAKES IT)
ROWNTREES:FRUIT PASTILLESJELLY TOTSPICK & MIXRANDOMSFRUIT GUMSTOOTY FROOTIESJUICY JELLIESSAHNE NUSS (CHILE)SENSAÇÃO (BRAZIL)SNOWCAPSSMARTIESSUFLAIR (BRAZIL)SUNDY (FRANCE)SUPER 8 (CHILE)SUSY (VENEZUELA)SVITOCH (UKRAINE)SZERENCSI (HUNGARY)TANGO (ECUADOR)TANGO MINI GALLETAS (ECUADOR)TEXAN BARTOFFEE CRISP
TOLL HOUSE COOKIESTRENCITO (CHILE)WALNUT WHIPVIOLET CRUMBLEYORKIEMUNCH (INDIA AND BANGLADESH)XXX MINTSMILKY BAR (INDIA)
WONKA CONFECTIONERY BRANDS:BOTTLE CAPSDONUTZFIZZY JERKSFRUITART CHEWSFUN DIPGOBSTOPPERSLAFFY TAFFYLIK-M-AIDNERDSNERDS GUMBALLSNERDS ROPEOOMPASPIXY STIXRAINBOW NERDSRUNTSSWEETARTSSWEETARTS ROPESWEETARTS SHOCKERSTART ‘N’ TINYSTHRILLSWONKA BARSWONKA XPLODERS
Water
ABERFOYLEALAÇAM (TURKEY)AL MANHAL (MIDDLE EAST)AQUA D’ORAQUA MINERAL (POLAND)AQUA PODAQUAREL (WATER)(SPAIN)ACQUA PANNAAQUAPODAQUA SPRING (GREECE)ARCTIC (POLAND)ARROWHEAD (USA)BARAKA (EGYPT)BUXTON (UK)CACHANTUN (CHILE)CALISTOGA (USA)CAROLA (FRANCE)CIEGO MONTERO (CUBA)CHARMOISE (BELGIUM)CONTREX (FRANCE)CRISTALP (SWITZERLAND)DA SHAN YUNNAN SPRING (CHINA)DAR NATURY (POLAND)DEEP SPRING (CHINA)DEER PARK (USA)ECO DE LOS ANDES (ARGENTINE)ERIKLI (TURKEY)FRISCHE BRISE (GERMANY)FÜRST BISMARCK (GERMANY)GERBER (MEXICO)GHADEER (JORDAN)GLACIAR (ARGENTINA)HÉPAR (FRANCE)HIDDEN SPRING (PHILIPPINES)HENNIEZ (SWITZERLAND)ICE MOUNTAIN (USA)KORPI (GREECE)LA VIE (VIETNAM)LEVISSIMA (ITALY)LOS PORTALES (CUBA)MINÉRÉ (THAILAND)MONTCLAIR (CANADA)NAŁĘCZOWIANKA (POLAND)NESTLÉ AQUARELPURE LIFE / PUREZA VITAL / VIE PURENESTLÉ SELDA (PORTUGAL)NESTLÉ VERA (ITALY)NEUSELTERS (GERMANY)OZARKA (USA)PEJO (ITALY)PERRIER (FRANCE)PETRÓPOLIS (BRAZIL)PLANCOËT (FRANCE)POLAND SPRING (USA)PORVENIR (CHILE)POWWOWQUÉZAC (FRANCE)RECOARO (ITALY)SAINT-LAMBERT (FRANCE)SAINTE-ALIX (FRANCE)SAN BERNARDO (ITALY)SAN PELLEGRINO (ITALY)SANTA BÁRBARA (BRAZIL)SANTA MARIA (MEXICO)SÃO LOURENÇO (BRAZIL)SOHAT (LEBANON)SPRINGS (SAUDI ARABIA)THEODORA (HUNGARY)VALVERT (BELGIUM)VILADRAU (SPAIN)VITTEL (FRANCE)WATER LINE (SOUTH KOREA)WATERMAN (CHINA)ZEPHYRHILLS (USA)
Coffee
BONKABUONDI (PORTUGAL)CHRISTINA (PORTUGAL)DOLCA (ARGENTINA)DOLCE GUSTOECCO (PERÚ, CHILE)EL CHANÁ (URUGUAY)INTERNATIONAL ROASTKIRMA (PERÚ)LOUMIDIS (GREECE)NESCAFÉSUNRISE (INDIA)NESPRESSOPARTNER’S BLENDRICOFFYRISTRETTORICORÉSICALTOFATASTER’S CHOICEZOÉGAS
Ice cream
ÅHUSGLASS (SWEDEN)CAMY (SPAIN)ΔΕΛΤΑ (DELTA, GREECE)ДЕЛТА (DELTA, BULGARIA)D’ONOFRIO (PERÚ)DIBS (JAPAN)DREYER’SDRUMSTICKEDY’SFRIGOR (ARGENTINA)FRUIT SELECTION YOGURT (PHILIPPINES)FRISCO (SWITZERLAND)HÄAGEN-DAZS (NORTH AMERICA AND THE UNITED KINGDOM)HEAVEN (PHILIPPINES)HEMGLASS (SWEDEN)HJEM-IS (DENMARK & NORWAY)KOTIJÄÄTELÖ (FINLAND)KIMO (EGYPT)KIMY (PHILIPPINES)MAXIBONMOTTA (ITALY)MÖVENPICK (SWITZERLAND)MIVVINESTLÉ DRUMSTICK — THE ORIGINAL SUNDAE CONENESTLÉ ICE CREAMNESTLÉ PRINCESSA (POLAND)OREO (CANADA)PETERS (AUSTRALIA)PUSH-UPSAVORY (CHILE)SCHÖLLER (GERMANY & AUSTRIA)SKINNY COWSORBETES (PHILIPPINES)TEMPTATIONS (PHILIPPINES)UNDERGROUND IS (DENMARK)VALIOJÄÄTELÖ (FINLAND)ZER0% FAT (PHILIPPINES)
Seasonings
BUITONIMAGGICARPATHIACHEFHAOJITHOMYTOTOLEWINIVARY
Yoghurt
ACTI-V (PHILIPPINES)ACTIPLUS (PAKISTAN)FRUIT SELECTION YOGURT (PHILIPPINES)LONGA VIDA (PORTUGAL)MOLICO (BRAZIL)MUNCH BUNCHNESTLÉ RAITA (MINT & CUMIN) (PAKISTAN)RAWAYTEE MAZA (PAKISTAN)SKISWEET N TASTY YOGURT (PAKISTAN)YELLY (MANGO & STRAWBERRY) (PAKISTAN)
Other dr inks
CARNATIONCAROCHOCOLATE D’ONOFRIO (PERÚ)CHUCKIE CHOCOLATE DRINK (PHILIPPINES)COCOA D’ONOFRIO (PERÚ)COFFEE-MATEENVIGA (JOINT-VENTURE WITH COCA-COLA, BEVERAGE PARTNERS WORLDWIDE)
GOOD HOSTGROWERS DIRECT ORGANIC FRUIT JUICESIDEAL (PERÚ)JUICY JUICELIBBY’SNESCAO (ARGENTINA, PERÚ)NESCAU (BRAZIL)NESFRUTA (PHILIPPINES, INDIA, PAKISTAN, INDONESIA)NESQUIKNESTEA (JOINT-VENTURE WITH COCA-COLA, BEVERAGE PARTNERS WORLDWIDE)MILONESTOMALT (SRI LANKA)NESTLÉ OMEGA PLUSOVALTINE (U.S. ONLY)SKI UP AND GO (YOGURT AND CEREAL DRINK)SUPLIGEN (CARIBBEAN)SWEET LEAF TEAVASCOLET (URUGUAY)
Chi l led
BEAR BRAND PROBIOTIC (PHILIPPINES)CHAMYTO (BRAZIL, MEXICO, CHILE, PHILIPPINES)CHIQUITÍN (MEXICO, CHILE)CLUB (MEXICO)HIRZ (SWITZERLAND)LA LAITIÈRE (FRANCE, BELGIUM)LA LECHERA (SPAIN, MEXICO)MOÇA (BRAZIL)CHANDELLE (BRAZIL, CHILE)LC1 (SWITZERLAND)MOLICO (BRAZIL, NOW SVELTY)NESTLÉSKISOLLYS (BRAZIL)SVELTESSE (FRANCE)SVELTY (MEXICO)YOCOMUNCH BUNCH (UK)LE VIENNOIS (FRANCE, BELGIUM, SWITZERLAND)NESVITA (PHILIPPINES, INDIA)NINHO (BRAZIL)SWEET LEAF TEAVASCOLET (URUGUAY)
Petcare
ALPOBENEFULCAT CHOWDOG CHOWFANCY FEASTFELIXFRISKIESGO CATBUTCHERSBAKERSWINALOTGOURMETMIGHTY DOGMON PETITONEPRO PLANPURINATIDY CATS
MAIN HEADQUARTERS
< DATA SOURCE nestle-in-switzerland-en.pdf > < RETRIEVED 2014 MAY 28 >
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NESTLE.COM & NESTLEUSA.COM<
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< DATA SOURCES Mac OS Network Utility , Digital Methods Geo IP > < RETRIEVED 2014 MAY 21 >
PING HAS STARTED…
PING 7FJFH.X.INCAPDNS.NET (149.126.72.2): 56 DATA BYTES64 BYTES FROM 149.126.72.2: ICMP_SEQ=0 TTL=55 TIME=1225.940 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=1 TTL=55 TIME=36.689 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=2 TTL=55 TIME=51.205 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=3 TTL=55 TIME=64.144 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=4 TTL=55 TIME=70.464 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=5 TTL=55 TIME=55.636 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=6 TTL=55 TIME=53.875 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=7 TTL=55 TIME=55.564 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=8 TTL=55 TIME=47.154 MS64 BYTES FROM 149.126.72.2: ICMP_SEQ=9 TTL=55 TIME=45.740 MS
--- 7FJFH.X.INCAPDNS.NET PING STATISTICS ---10 PACKETS TRANSMITTED, 10 PACKETS RECEIVED, 0.0% PACKET LOSSROUND-TRIP MIN/AVG/MAX/STDDEV = 36.689/170.641/1225.940/351.880 MS
PING HAS STARTED…
PING JW7LM.X.INCAPDNS.NET (149.126.72.194): 56 DATA BYTES64 BYTES FROM 149.126.72.194: ICMP_SEQ=0 TTL=55 TIME=914.094 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=1 TTL=55 TIME=45.820 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=2 TTL=55 TIME=69.287 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=3 TTL=55 TIME=65.433 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=4 TTL=55 TIME=54.431 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=5 TTL=55 TIME=54.366 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=6 TTL=55 TIME=45.370 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=7 TTL=55 TIME=35.208 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=8 TTL=55 TIME=48.337 MS64 BYTES FROM 149.126.72.194: ICMP_SEQ=9 TTL=55 TIME=37.519 MS
--- JW7LM.X.INCAPDNS.NET PING STATISTICS ---10 PACKETS TRANSMITTED, 10 PACKETS RECEIVED, 0.0% PACKET LOSSROUND-TRIP MIN/AVG/MAX/STDDEV = 35.208/136.987/914.094/259.241 MS
<!-
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VIRTUAL BASE
< LOCATION 149.126.72.2 & 149.126.72.194 > < LONG / LAT 38, -97 >
<!-- S
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ACTUAL BASE
< LOCATION Vevey, Switzerland > < LONG / LAT 46.4667° N, 6.8500° E >
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NESTLÉ
sales in 2013
CHF 92 billion
EUR 75 billion
USD 102 billion
operations in
196 countries
< DATA SOURCE nestle-in-switzerland-en.pdf > < RETRIEVED 2014 MAY 28 >
population in 2011
7 billion
countries in total
196
<!-- T
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< DATA SOURCES PopFacts_2011-2.pdf, worldatlas.com/nations.htm > < RETRIEVED 2014 MAY 28 >
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NESTLÉ’S MISSION
“Objective to be
the leader in nutrition,
health and wellness”
< DATA SOURCES http://www.nestle.com/aboutus, nestle-in-switzerland-en.pdf > < RETRIEVED 2014 MAY 28 >
<!-- D
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Misleading labelings
on baby milk formulas
< DATA SOURCE http://archive.babymilkaction.org/pdfs/nestlelabels13.pdf > < RETRIEVED 2014 MAY 30 >
NESTLÉ’S MISSION<
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“Providing safe,
quality nutrition for
more than 140 years”
< DATA SOURCES http://www.nestle.com/aboutus, nestle-in-switzerland-en.pdf > < RETRIEVED 2014 MAY 28 >
URANIUM IN S.PELLEGRINO<
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Nestlé has never
revealed the exact levels
of uranium found. The label
on bottle does not state
S.Pellegrino contains
traces of uranium
< DATA SOURCES http://www.sanpellegrino.com/static/pdf/SP_BWQR.PDF, S.Pellegrino bottle > < RETRIEVED 2014 JUNE 8 >
NESTLÉ’S POPULARITY<
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6,384,888 likes on
their Facebook page
< DATA SOURCES https://www.facebook.com/Nestle?brandloc=DISABLE > < RETRIEVED 2014 JUNE 8 >
FACEBOOK “FAKE LIKES”<
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Facebook “likes” may not
exactly be actual likes
< DATA SOURCES http://readwrite.com/2012/12/12/have-you-or-someone-you-know-ever-fake-liked-something-on-facebook#awesm=~oGCyA65TZb9GDL, http://www.fastcompany.com/3003952/facebooks-controversial-fake-likes-come-dead-living-and-some-between >
< RETRIEVED 2014 JUNE 8 >
The fol lowing inventory of selected Nest lé products were purchased from Albert Hei jn, Valkenboslaan out let in Den Haag, The Nether lands on 28 June 2014.
Albert Hei jn stocks most ly i ts own house brands, but a handful of Nest lé products are sold. Other than Maggi , Nescafé and some chocolate brands, I would not have expected them to be products by Nest lé, especial ly the petcare range. On the shelves they appear as indiv idual brands, unt i l you take a very close look at the labels.
INVENTORY OF
SELECTED NESTLÉ PRODUCTS
INVENTORY OF
SELECTED NESTLÉ PRODUCTS
INVENTORY OF
PETCARE
PURINA — BONZO, FELIX
SEASONINGS
ASSORTED
SELECTED NESTLÉ PRODUCTS
PETCARE
PURINA — BONZO, FELIX
SEASONINGS
ASSORTED
INVENTORY OF
BEVERAGES
S.PELLEGRINO, NESTEA
CHOCOLATES
ASSORTED
SELECTED NESTLÉ PRODUCTS
BEVERAGES
S.PELLEGRINO, NESTEA
CHOCOLATES
ASSORTED
INVENTORY OF
INSTANT COFFEE
NESCAFÉ
INFANT FOOD
CEREAL, MILK
SELECTED NESTLÉ PRODUCTS
INSTANT COFFEE
NESCAFÉ
INFANT FOOD
CEREAL, MILK
INVENTORY OF
SELECTED NESTLÉ PRODUCTS
INVENTORY OF
PURINA LOGO IS VISIBLE, FOLLOWED BY A MINUSCULE © REG. TRADEMARK OF SOCIETÉ DES PRODUITS NESTLÉ S.A.
NESTLÉ LOGO IS PLACED PROMINENTLY IN THE CENTER
SELECTED NESTLÉ PRODUCTS
S.PELLEGRINO HAS NO MENTION OF NESTLÉ EXCEPT FOR A CUSTOMER SERVICE EMAIL ADDRESS
NESTEA MENTIONS © REG. TRADEMARK OF SOCIETÉ DES PRODUITS NESTLÉ S.A., AND OF JOINT VENTURE WITH COCA-COLA
NESTLÉ LOGO IS PLACED PROMINENTLY IN THE CENTER, EXCEPT FOR SMARTIES, KIT KAT AND AFTER EIGHT
INVENTORY OF
NO NESTLÉ LOGO VISIBLE
NESTLÉ LOGO IS PLACED PROMINENTLY IN THE CENTER
SELECTED NESTLÉ PRODUCTS
EPILOGUE
MATERIAL
WORLD
One afternoon, I was at the customer service desk at a Dutch bank as I had a problem with an online transaction. The personnel logged in to the system to check my account, which detailed all my transactions made online and with my debit card. He remarked that I shop frequently at Hema and Albert Heijn. I replied that I liked Hema for their nice affordable items; he made a slight scoff and responded “yeah, but not really.” I was surprised for two reasons: firstly, that he could so easily peruse my personal account; secondly, that he spotted a pattern immediately of my spending habits. But also what seems interesting is the fact that he thought Hema was cheap, where else my opinion differed from his.
I once had a client in Malaysia who was in the fashion industry and I was tasked to design a small range of clothing with them. I was having a discussion with the t-shirt manufacturer and had showed him a sample top from a high end clothing label from London. After explaining what I had in mind, he casually remarked that the top I showed in fact was made out of very cheap material, but is marketed as good quality because of its brand. I didn’t doubt his comment as he was quite experienced in his industry.
In modern times the vast majority live in mostly a material world. A landscape filled with goods and where consumerism runs high. Faced with the abundance of choices, consumers curate their lives with the many options of brands and products available. From high end names to low end brands, and then there are products that are made cheaply but is branded as designed with quality (a famous example would be IKEA.)
MELISSA CHAN
HEM
A, G
rote
Mar
ktst
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, Den
Haa
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he N
ethe
rland
s
GLO
BA
LIS
ATIO
N:
GLOBAL
CONSUMER
CULTURE?
While it is undeniable that globalisation of markets has occurred on a rapid scale, with global brands being represented on all corners of the globe, the importance for marketing communication — and indeed the idea that we can “sell to the world” with one message remains more contested.
Culture, is the “collective programming of the mind” (Hofstede, 1980), and the level of infl uence remains a hotly contested topic. For example, Walter (1995) argued that culture will never become globalised, but that does not, of course mean that there is no globalisation in terms of cultural convergence. Many scholars point to increasingly global market segments, and that consumers value “global brands” (Holt, Quelch & Taylor, 2005). Of course, on the other side, many would argue that although there are global brands, the way these brands operate in different markets are unique to the market (for example, Mid-Autumn Festival Chocolate sold in Asia by Belgian chocolate maker Godiva, Brooks Brothers of the US selling “Year of the Dragon” shirts in China etc…). Within marketing, coming from a postmodern angle, CCT or Consumer Culture Theory (Arnould & Thompson, 2005) has become a set of conceptual perspectives offering a framework for studying the interaction of consumers and markets, and co-creation of meaning, which has embraced the notion of global consumption. CCT particularly focuses on four types of “meaning creation” in markets:
1. Consumer Identity Projects — examines how consumers use marketing materials (or marketing meanings) to construct a coherent, though often diverse and fragmented “self”. In other words, consumers use the market to construct their own identities, consuming goods in order to express their own desires and feelings. In this sense, for consumers active in the market, consuming Belgian chocolate (even at or especially during a traditional Asian festival) becomes
a way to express yearning for quality, internationalisation or perceived sophistication or modernity.
2. Market Place Culture Perspectives — stresses the importance of the the consumers as the active creators – and not passive bearers like anthropologists would argue- of culture. This means that “culture” is what the consumers in individual markets make: i.e. they co-create their culture by consuming meaning bearing goods. The idea of neotribalism, where consumers form “brand tribes”, is an example of this.
3. Sociohistoric Patterning of Consumption — addresses the question “what is consumer society and how is it constituted and sustained?” (Arnould & Thompson, 2005, p.874) . This perspective offers interesting insights into how, for example, ethnic origins have become something “consumable” and acts as anchor in a fl uid consumption environment (Askegaard, Arnould, and Kjeldgaard 2005)
4. Mass-Mediated Marketplace Ideologies and Consumers’ Interpretive Strategies — attempts to answer how consumers make sense of mass-media messages related to consumption and formulate (critical) responses, i.e. embrace or reject received messages.
While CCT does not either reject — or confi rm, globalisation as seen by scholars in the 1960s and 1970s, CCT offers insights into the marketplace behaviour of consumers creating meaning within a world of globalised consumer products. It also has highlighted global connections, where consumption patterns and meanings created by the consumption take a global role shared by individuals, or are used to distinguish individuals or groups by constructing distinct identities of the self through consumption.
STEPHAN DAHL
http://dahl.at/wordpress/2012/03/20/globalisation-consumer-culture-theory/
COLOPHON
Concept, research and graphic design: Melissa Chan
Texts: Melissa Chan, and respective authors as credited
Typeface: Helvetica Neue Times NR Condensed
Paper: Tekenblok 110gsm
Printed with: Riso ComColor, KABK Print Workshop
Binding: Melissa Chan
An IST project with: Niels Schrader (Mind Design) Lauren Alexander (Foundland)
February — June 2014 Royal Academy of Art (KABK), Den Haag / Mind Design, Amsterdam, The Netherlands
ATLAS OF
(AND ISLANDS)
AN
INVISIBLE
EMPIRE
