Evergood Kaffe: The Norwegian coffee that's been slightly more expensive for 36 years

This case shows how advertising made Evergood Coffee Norway's most preferred coffee brand, even amongst the customers of the grocery chains that never even carried the brand. Over the past 32 years, Evergood Coffee has invested NOK 138 million in advertising, to create a revenue stream exceeding 5 billion. In the past five years alone, the profits of this investment has been NOK 195 million. Building a 'hidden value' of NOK 300 million in brand equity along the way