PG Tips is looking to stir up consumers with a new £5m campaign to accompany a relaunch of the brand’s entire range.
The Unilever UK brand is looking to get the news out there with the above the line ‘Keep It Tea’ campaign running across OOH, VOD advertising and social media to propose that tea can remain a constant in a “crazy world of fakery and superficiality”.
Breaking TV commercial norms, the brand looks to hit home with three 10 second slots, from Mother London, airing between September until mid-November 2015 to bring to light the packaging overhaul.
Kate Hearn, senior brand manager for PG tips at Unilever UK, said: “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 overhaul represents PG Tip’s largest shake-up ever since it released pyramid teabags in 1996.