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STORYTELLING & UPPLEVELSE : En analys av Liptons och Kusmi Teas kommunikation / STORYTELLING & EXPERIENCE : An analysis of Lipton and Kusmi Tea’s communicationMoëll, Jeanna January 2023 (has links)
This paper examines how Lipton and Kusmi Tea use storytelling and the customers' experience of tea in their digital communication. The usage of storytelling was found by examining their Instagram accounts, one packaging design and their about us texts. These aspects of the brands were analysed through a semiotic, a narrative and a discourse analysis. The findings were then compared with the customers' experience of tea, which was determined by a survey with 60 Swedish participants. The results show that both companies use storytelling in all aspects of their marketing, meanwhile the experience determined by the survey is used in a wider range by Kusmi Tea.
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