|Advertiser||Van den Bergh Foods|
|Business Sector||Coffee, Tea, Chocolate Drinks, Breakfast Drinks|
|Philosophy|| Teavolution: How an established brand found room to move|
This is the story of the pivotal role advertising played in relaunching PG Tips after it had lost brand market leadership. This was achieved using the flexibility of the chimp campaign, within a wider multimedia package, to add a rational underpinning to the brand without destroying its emotional appeal. In doing this PG regained its position as Britain's No.1 tea.