The Drum Awards Festival - Official Deadline

-d -h -min -sec

JKR FMCG Rebrand

How PG tips unveiled its biggest packaging overhaul in almost 20 years

By Freddie Heygate, Marketer


Promoted article

April 20, 2016 | 2 min read

Sponsored by:

What's this?

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team.

Find out more

What does the brand/agency relationship look like in this new era for marketing?

PG Tips

How do they organise themselves to meet changing demands? And how can you learn from these successes? Together Works gathers a varied collection of success stories featuring in-depth interviews with famous brands and their agencies including L’oreal, PG tips, Compare the Market, Tanqueray and some challengers who aim to change the status quo. Together they reveal the secrets behind some of the most successful marketing relationships.

When less is more

There are few things as idiosyncratically British as the humble cup of tea. An icon of British life as celebrated as fish and chips or the Royal Family; a prop few of our soap operas would cope without. Yet British tastes are changing, and so too is PG tips.

Britain’s favourite tea brand has unveiled its biggest packaging overhaul in almost 20 years, updating the entire PG tips range with a new contemporary logo and stripped-back pack design.

Its aim is to reinforce its authority as market leader, create greater cut-through on the supermarket shelf and appeal to a younger audience.

PG Tips Packaging

The redesign, which first appeared on shelves in May this year, was part of a wider comms strategy that saw the Unilever-owned brand launch a new advertising campaign in September...

Read the full story

JKR FMCG Rebrand

More from JKR

View all


Industry insights

View all
Add your own content +