Special-T: SPECIAL.T BY NESTLÉ

Credits & Description:

Category: Self Promotion

Advertiser: NESTLÉ

Product/Service: SPECIAL.T

Agency: DIALOG RED

Date of First Appearance: Sep 10 2010

Entrant Company: DIALOG RED, Paris, FRANCE

Executive Creative Director: Michel Duval (Publicis Dialog)

Client Service Director: Matthieu Faure (Publicis Dialog)

Strategic Planning Director: Anne Dimier-Vallet (Publicis Dialog)

Copywriter: Jean-Louis Zuber (Publicis Dialog)

Art Director: Jean-Christophe Esclafit (Publicis Dialog)

Assistant Art Director: Bruno Maillard (Publicis Dialog)

Account Executive: Elise Gaiardo (Publicis Dialog)

Account Executive: Myles Cryan (Publicis Dialog)

Media placement: Postcard - Salon Du Chocolat - 27/10/2010



Describe the brief from the client

Inspired by Nespresso, Nestlé launched SPECIAL.T. The first system that provides the ultimate preparation of premium tea. The promise is held through a professional selection of the best teas in the world which are preserved in smart capsules and prepared by a machine that automatically adapts the temperature and infusion time for each tea. The system is sold only online at special-t.com.



Describe the challenges and key objectives

Research taken out before the launch has proven that consumers will buy SPECIAL.T for the teas and not the machine. As SPECIAL.T is not available in retail there is no possibility for the consumer to taste or even smell the teas before they invest in the system.

How do you convey a promise of a superior tea cup for each of the 25 teas available while everyone believes that preparing a good cup of tea is simple whether it be with a teapot or a teabag?



Describe how you arrived at the final design

To communicate the uniqueness of the SPECIAL.T tea experience, we had to get away from the traditional iconography of the market and create a totally new environment that has the evocative power of the perfect SPECIAL.T teacup. Therefore we created for each tea an imaginary world of enchanted nature that sublimes the specificity of each tea: country of origin, flavour, sensation or moment. Pictured or not, the consumer is always the goddess of these incredible moments that together invite you to "un voyage extraordinaire"*.



* “An extraordinary journey”.



Give some indication of how successful the outcome was in the market

The launch was an immediate commercial success in France and sales objectives were reached at a very surprising rate.

Most of all in terms of image, SPECIAL.T managed to set a new standard of tea premiumness engaging with a demanding target who expressed “I want to be that lady!” after seeing the SPECIAL.T world.