PG tips is supporting the recent revamp of its entire range with the launch of a new £5m marketing campaign that will run across out-of-home advertising, video on demand and social media.
With the tagline ‘Keep It Tea’, PG tips says the campaign will “remind consumers of the continued cultural relevance of tea and its power to keep them grounded in a crazy world of fakery and superficiality”. The advertising sees PG tips’ Monkey character unleashed from the kitchen, into the real world, providing commentary on some of the more extreme elements of popular culture whilst encouraging consumers to ‘Keep It Tea’.
The adverts, which are airing until mid-November, have been designed to create maximum disruption and standout and drive penetration amongst a younger audience.
The PG tips packaging was overhauled in June in a bid to give the brand greater standout on shelf, and drive sales uplift amongst new and existing shoppers.
Kate Hearn, Senior Brand Manager for PG tips at Unilever UK, commented: “Through our Keep It Tea campaign and new packaging we are making PG tips more relevant to shoppers, especially younger people, and helping the nation rediscover their love of tea. By making black tea more appealing to today’s consumer, we will be supporting not only PG tips but the category as a whole.”
The rrp of the PG tips range will remain the same, as well as the formats and case sizes.