In January 2012, PG tips launched its Facebook page. We wanted to launch it with a bang and drive relevance with our target audience. In keeping with the brand strategy, we searched for a way to elevate the role of tea from a simple hot beverage to the magical elixir that can cure all of Britain’s ills. After all, the best cuppas are much more than the liquid you drink, they are the moments you feel.We wanted to start big, so we decided to combat January’s dark, wet, poverty-stricken drabness with a large mug of uplifting tea and an optimistic smile. This webfilm was used to launch our ‘PG tips vs January’ Facebook campaign where we sought to uplift a nation through jollity, mirth and tea.

We used our long-running and much-loved brand ambassador, Monkey, in a humorous nod to the tea moment happening in millions of homes around the Britain through tactical newspaper advertising on the day of the Royal wedding, calling for Mums across the country to put the kettle on and get the tissues out.

This tactical print spot played an important role in launching our new strategy of celebrating Britain’s best tea moments. Since launching the strategy last year, PG Tips value sales are up 5.1% YOY (YTD) and market share (value) is up 0.9% (YTD YOY) to 26%, once again cementing PG Tips as the market leader.