I listened to the story of Sylvain Orebi, Director of the Kusmi Tea and Lov’Organic brands. From his former life as a coffee and cocoa buyer around the world, he came across Kusmi Tea, a 150-year-old tea brand, brought it back to life and created the gem known today as KUSMI TEA .
But from the acquisition of the brand to its complete overhaul into a premium tea brand, Sylvain Orebi dared a high-level strategy that he claims is based on the fact that the product already possessed undeniable potential. There, he would move from one disruptive strategy to another to sell his exceptional product.
- Thinking differently about the product than what most people think and creating new momentum.
As tea is a women’s affair and women are linked to beauty, he used a press officer specialized in beauty for his communication campaign. His goal: to position his tea as the tea for women concerned about their well-being and beauty.
- Creating tea boutiques to sell the glamorous, modern, and trendy image of Kusmi Tea.
He moved away from the framework of ordinary tea sold in all supermarkets and stuck to his premium image: changing distribution channels, changing points of sale.
I leave you to listen to this fabulous story.
