Tea in a dematerialized world

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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