The era we are in can be summarized in one
word: “dematerialization”.
Everything is on the Internet: books, shopping,
movies, groceries, board games, etc. Our relations are built through various
screens such as tablets or phones. This has changed the way brands communicate
with their consumers but also changes consumers’ expectations.
Tea brands create their relationship with
their customers by selling something that can be shared, something material in
this dematerialized world.
Recently, Nescafé launched a campaign
called “Really Friends” asking a net surfer called Arnaud this question: “Are
your Facebook friends your real friends?”. Arnaud went to visit each of his
Facebook friends (1200) to see if they are really friends and engages the
meeting with a cup of coffee. This operation clearly highlights that coffee is
a pretext to create relations, physical relations, and not virtual ones.
For tea it’s slightly different, they go
even further in the construction. Unlike coffee, where 1 capsule=1 cup=1 consumer,
tea made in a teapot can be share with lots of people. Often, choosing the type
of tea can create discussions, when deciding together which type of tea you are
going to drink and comparing which ones you have at home.
Brands such as Mariage Frères and Kusmi Tea
sell loose tea that can be made in a teapot and allows customers to have the
opportunity to create even more real moments of exchange and happiness.
“Really Friends” campaign :
Sources:
http://trophees2014.netineo.com/solutions/d10-nescafe-really-friends/
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