PG Tips takes Monkey to Instagram as it looks to appeal to younger female audience
PG Tips has opened an account on photo-sharing site Instagram as it looks to align itself with a younger female audience.
The tea brand has taken Monkey, the face of PG Tips, to Instagram for the first time to “strengthen” its relevancy amongst the consumer group after the launch of the PG Tips Fruit, Herbal and Green range, which is aimed at a younger tea drinker.
Kate Mitchell, brand manager for PG tips at Unilever UK, said: “We’ve always recognised that tea plays an important social role and the way people socialise with each other is ever changing. In the same way we know that younger tea drinkers want new and exciting tea experiences, such as our new Fruit, Herbal and Green range, we know they are using new and exciting social mediums.
“Instagram represents a new way in which we can interact with younger tea drinkers and bring PG tips’ brand of humour and fun to their lives”.
A £5m marketing campaign for the Fruit, Herbal and Green range kicked off earlier this month.