What the heck was up with those General Foods International Coffee commercials? If you were anywhere near a television in the early 1990s, you were likely bombarded with these ads, nestled perfectly within your favorite prime-time sitcoms like Designing Women or Murder, She Wrote. You know the ones – a moment of heartfelt connection, a tender reconciliation, or maybe just a Tuesday evening, and bam! The solution to all of life’s little emotional moments: “I’ll make General Foods International Coffee.”
It’s a phrase that rolls off the tongue… like a boulder. General Foods International Coffee. Say it three times fast. Go ahead, we’ll wait.
For those of us steeped in the irony of modern coffee culture, where single-origin beans and pour-over methods reign supreme, the very concept of General Foods International Coffee might seem… quaint. Or perhaps, utterly bizarre. Instant flavored coffee? In the same breath as a heartfelt moment? It’s a head-scratcher, to say the least.
The humor blog Childhood Relived perfectly captured this sentiment in their “What the… Friday?” series, questioning the very premise of these ads. Were they serious? Were we supposed to believe that a packet of instant Irish Mocha Mint (or whatever flavor your 90s heart desired) was the glue holding relationships together?
Let’s unpack the absurdity, shall we?
The Allure (and Awkwardness) of “International”
The name itself is a journey. “General Foods International Coffee” screams sophistication, or at least, attempted sophistication. It evokes images of worldly travels and exotic flavors, all conveniently packaged in a foil packet ready to be dissolved in hot water. In a pre-Starbucks world, perhaps this was international flair for the average American household.
But then there’s the “International” part. What exactly made it international? The flavors, presumably. French Vanilla, Swiss Mocha, Irish Cream – a whirlwind tour of European coffee culture, condensed into instant granules. Except, were these flavors authentically “international,” or a somewhat romanticized, Americanized version? The jury’s still out.
And the scenarios in the ads? Often featuring vaguely European-sounding characters (enter “Jean Luc”) and settings that hinted at worldly cafes, they leaned heavily into a certain romantic ideal. The ads suggested that by simply uttering the magic words, “General Foods International Coffee,” you could transport yourself and your loved ones to a realm of sophisticated comfort and connection.
Jean Luc: The Unofficial Spokesperson
Speaking of “Jean Luc,” let’s give a nod to the phantom waiter who became an unwitting icon of these commercials. While not every ad explicitly featured a Jean Luc, the idea of a suave, slightly mysterious, European server seemed to permeate the brand’s image. He was the embodiment of that “international” aspiration, even if he existed only in the collective imagination fueled by these ads.
The Childhood Relived blog hilariously illustrates this with a sketch of their imagined “Jean Luc,” further cementing the character’s place in the General Foods International Coffee mythology. The mere mention of “Jean Luc” in unison by the characters in the ads became a moment of… well, something. Enthusiasm? Excitement? Slightly over-the-top eagerness for instant flavored coffee? Again, it’s wonderfully, bewilderingly, 90s.
Instant Gratification, Flavored Nostalgia
Ultimately, the General Foods International Coffee ads are a fascinating time capsule. They represent a moment when “international” flavors were still relatively novel to many, and when instant coffee, even flavored instant coffee, held a certain appeal of convenience and a touch of perceived luxury.
Today, we might chuckle at the slightly cheesy scenarios and the earnest pronouncements of “General Foods International Coffee!” But there’s also a layer of nostalgia. For those who grew up with these ads, they evoke a simpler time, a slower pace, and perhaps, a genuine appreciation for the small comforts, even if those comforts came in a foil packet and promised a trip to “international” flavor without ever leaving your kitchen.
So, the next time you’re craving a caffeine fix, maybe skip the artisanal pour-over and consider a packet of instant flavored coffee. Just for kicks. And when you do, don’t forget to dramatically announce, “I’ll make General Foods International Coffee!” You might just surprise yourself with a smile, and a healthy dose of 90s nostalgia.
