How they embed the sustainability ideology in their communication strategy
- Yilan Lan
- 2 oct. 2021
- 3 min de lecture
“Brand management is a broad term used to describe marketing strategies to maintain, improve and bring awareness to the wider value and reputation of a brand and its products over time. A strong brand management strategy helps to build and nurture closer relationships with its audience.”
So, what communication strategy do Elephant Tea use to connect their different products with consumers?
“Vous allez en boire de toutes les couleurs ”, this is an overall slogan of the brand, which means that the brand wants to use colour to clearly differentiate its products and that the core value is to give consumers as much choice as possible.
Elephant Tea has a lot of different product branches, each series of products corresponds to a different target and has its own communication strategy too. Here are some examples:
Les Pyramid Bio : “Elephant has selected plants from organic farming, to offer you this range My Organic Infusion with a natural and delicious taste”
For the launch of "Pyramid BIO”, range of herbal teas, the brand has seen things differently with an offbeat and fun advertising campaign. Elephant wants to rejuvenate its brand by reaching millennials. So they invited Simon Boyle to run the project. The new range of infusions "My Moment" is a combination of flavors based on plants, fruits and flowers from sustainable agriculture. What we like at first glance: its colorful and humorous packaging. A campaign with promises of well-being put forward such as: detox, relaxation, happiness…
Les Bien-Etre : “Do yourself good with our delicious wellness recipes that contain plants traditionally recognized for their benefits”. This series uses 100% natural ingredients and is committed to creating a healthy and natural brand image.
Les Parfumées : "Loving nature pays off! The secret of these delicious infusions? 100% of their ingredients are of natural origin”. For Elephant tea, scented tea is important branches, and for them, it’s not only tea, there is above all scented. Today, the development potential of markets that operate on the principle of recipes and flavors is huge. Gone are the overly pronounced characteristics of tea, such as bitterness, astringency or acidity. And long live the flavors.
As you can see from these texts above, Elephant Tea has always emphasized sustainability. Actually, in today's society, companies are increasingly focused on social responsibility. This has also impacted the level of reliability and credibility of a brand and thus influence consumer’s purchase choices.
Therefore, it is important for a brand to have a clear vision that leads to the development of strategy. Elephant Tea clarified the core concept of sustainability early on, making all products more friendly to the environment and more relevant to the contemporary consumer philosophy. From a theoretical point of view, they construct three novel points to brand equity: 1) green brand image, 2) green satisfaction, and 3) green trust.
“We are committed to supporting our producers on a daily basis and guaranteeing a more environmentally friendly culture.”
They combine the concept of sustainability with their communication strategy. In their advertisements or other marketing plans, a clear expression of the company's focus on sustainable development and healthy green food is highlighted. 100% of the products of the Elephant range are certified and from organic farming. 34% of them are already organic, including their Pyramid formats and bulk products. All of their Classic and Wellness herbal teas contain 100% natural ingredients. They also select the best plants, full of taste to offer delicious organic infusions.
Moreover, because they don't do things by halves, they make every effort to ensure that the ingredients are sustainably grown. Their mission is always looking to improve the quality of their infusions while preserving the biodiversity.
LAN Yilan
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