London, United Kingdom
Campaign Papa
Advertiser Van den Bergh Foods
Brand PG Tips
Product Tea
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.
Media Type Television

Featured Work