PG tips know a thing or two about the power of a good cuppa and a chat. That’s why their brand purpose is all about togetherness.

We were asked to find ways to communicate that purpose: ‘Cuppas Taste Better Together’ and increase brand awareness.

In a time of cancel culture and extreme divisiveness, social media was at boiling point towards the beginning of the year. Clearly this was where PG tips purpose could have a powerful impact.

Staying true to this purpose, we defined a crystal-clear role in the conversation.

We created an international #SolidariTEA movement by initiating a demonstration of unity with our biggest rival.

Following its inception during a UK political storm on Twitter, we went on to stand in #SolidariTEA against racism, in the wake of George Floyd’s murder and explosion of BLM on social. This time it went global.

In a time of cancel culture and extreme divisiveness, the heated passion on social media simply could not be ignored by brands. And we believed PG tips’ purpose could have a positive and powerful impact.

Staying true to this purpose,we first defined a crystal-clear role for the brand to play in conversation.

The detailed work and thought we put into defining PG tips role and tone of voice on social prior to the activity meant that when it was time to react, the creative solution was practically instinctive.

Everyone started shouting at Tea. Our rival brand’s social team were having a week from hell. That’s when we reached out to them for a cuppa and created the hashtag #SolidariTEA. Overnight, a simple hashtag and gestural tweet between brands became a beacon of hope for UK politics.

Fast forward to June, in the wake of George Floyd’s murder and Black Lives Matter on social. Again, we noticed people were shouting at tea and PG tips initiated a demonstration of unity with our rival. This time we stood together against racism and #SolidariTea became an international movement.

Here, we made use of playful copy and a meaningful and memorable play on words to wrap PG tips’ entire purpose into one hashtag and actively bring people together on social. From strategy through to creative execution, ‘togetherness’ was at the heart of everything.

#SolidariTEA

From the UK to the world and from social media to TV, radio and broadsheets, PG tips successfully communicated their purpose and inspired millions of people. At the same time we also harnessed the power of social media to demonstrate and prove our purpose in action, uniting people in #SolidariTEA.

Results:

86K total Twitter mentions

360M impressions

78K RTS

Estimated media value of £600K