How Mother London Is Helping PG Tips ‘Keep It Tea’ In This Over-complicated, Vajazzled World

Mother London has launched a 5 million ATL campaign, running across OOH, VOD advertising and social media, to support the recent revamp of the brand’s entire range.

With the tagline ‘Keep It Tea’ the campaign will remind consumers of the continued cultural relevance of tea and its power to keep them grounded in a crazy world of fakery and superficiality. The creative advertising will see PG tips’ iconic Monkey unleashed from the kitchen, into the real world, providing commentary on some of the more extreme elements of popular culture whilst encouraging consumers to ‘Keep It Tea’.

PG tips will be breaking category norms with four 10 second TV adverts to promote the campaign, moving away from the standard 20 to 30 second format. The TV adverts, airing between September until mid-November 2015, have been designed to create maximum disruption and standout and drive penetration amongst a younger audience. 

In June PG tips revamped its entire range with a brand new pack design, the biggest milestone from the brand since it introduced its superior pyramid teabags in 1996.

The new packaging has been overhauled to give the brand greater standout on shelf, reaffirm its authority within the category, and drive sales uplift amongst new and existing shoppers. 

Kate Hearn, Senior Brand Manager for PG tips at Unilever UK, comments: “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.”