How The Chimps kept PG Tips brand leader

Story of the film

In this film from Thinkbox and the IPA - part of a series celebrating some of the top case studies from 30 years of the IPA Effectiveness Awards – gives us an in-depth look at the 1990 award winning campaign. The brand’s enduring success story is bought up to date by Mother, who tell us about the thinking behind their Al & Monkey campaign. If you want to find out more about added value; brand resilience; commanding a price premium; the value of consistency in both share of voice and creativity, then this film is well worth a look.

Summary

The early PG Tips campaign (as seen in Part 1 of the films in the player) is an ode to consistency and like-ability and a showcase for the results that can be achieved from creating an intense emotional attachment to the brand. It’s a classic example of TV’s ability to establish these crucial emotional connections in our brains, with some brilliant and consistent creative, and also a consistent share of voice. It’s a story of added value and what that enabled the brand to do in terms of both resilience and commanding a price premium.

But what happens when such a well-loved, long-running campaign comes to the end? In part two of our story, Dylan Williams offers a unique insight into how Mother, the current brand custodians, looked through the heritage of the brand, and tea-drinking itself, and arrived at ‘Al and Monkey’. This second section also draws comment and advertising effectiveness learning from the original IPA paper and “what happened next”.

Appearing on film:

Titles were correct at the time of publish date

  • Paul Feldwick, Consultant and Author
  • Nigel Jones, UK Group Chairman and Chief Executive, Publicis
  • Les Binet, European Director, DDB Matrix
  • Dylan Williams, Former Partner & Head of Strategy, Mother

Additional effectiveness insights from:

  • Laurence Green, Chairman of Fallon
  • Gerry Moira, Chairman and Director of Creativity, Euro RSCG London 
  • Robin Wight, President of Engine and WCRS.

Databank

The first part of this film is based on an award winning IPA paper. Here the details.

Title: How The Chimps Kept PG Tips Brand Leader Through 35 Years Of Intense Competition

Awards: 1990 IPA Effectiveness Awards, Gold Award and Grand Prix

Client: Brooke Bond Foods

Agency: BMP DDB Needham

Authors: Clive Cooper, Louise Cook and Nigel Jones

You might also like
buster2

John Lewis innovate with on demand advertising

Pushing the boundaries of broadcaster VoD, they partnered with Sky to create exclusive on demand access to the much anticipated Christmas ad.

Readly-image

Readly leverages TV to reach digital magazine subscribers

How Readly partnered with Channel 4 to try TV for the first time and saw an 84% increase in magazine reads.

Habitat

Habitat use TV for the first time

How collaboration, insight, research and brilliant programming brought a famous brand back into the homes across the country.