Abstract:

The collaboration of a multi-functional team, enabling marketers to connect with their key consumers in order to understand the role the NESTEA brand plays in consumer lives, is celebrated in this paper. Via applied ethnographic techniques, it was possible to bring these consumers to life, to understand the way they interact with NESTEA and the emotional connections they share with the brand. By cascading this knowledge through the company it was possible to have successfully informed and optimised the communication strategy, creating a platform to leverage in portfolio management and brand activation globally.