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Mariage Frères is a tea brand that considers that tea has a soul and that its secret is reflected in its scent, or that sells it in this manner. The shops, tea boxes, mugs, teapots, and, of course, the mis-en-scène, everything is so beautiful, making you want to buy one.[1] The brand’s positioning as being luxurious englobes high wealth people. As a consequence of my study, I discovered that such a wealthy tea brand is not very active on social media. Let’s see why?

Mariage Frères has a highly discreet and limited communication approach. It is aimed towards a certain demographic that is elegant, noble, etc. They are only present on Instagram and Facebook. It is evident that they have just recently begun to place more value on social media. Mariage Frères was a brand that was previously promoted through word of mouth or press conferences. Is that enough in today’s world? To answer that question, we will have a look on how they can grow their customer base while maintaining their image. First, they must reach out the new generations by increasing young people’s awareness and make the brand visible to them. How?

This can be achieved over the internet, meaning that Mariage Frères must use technology!

There are many ways to do so, but for now let’s see the two main ideas. First, they can look for potential brand ambassador that would match Mariage Frères’ values and positioning just like Nespresso’s George Clooney. Working with the Hollywood star has helped the brand to become more known across the world, owing to advertisements displaying the Nespresso products. Or, by doing influencer marketing. Since the younger generations are vastly active on social media this could also be an alternative for Mariage Frère. A suitable influencer could help the brand reach their goal and attract new customers.

Yagmur OKCU.

[1] https://gezerimtozarim.wordpress.com/2011/01/20/mariage-freres/