PG Tips: How the Chimps have Kept PG Tips Brand Leaders Through 35 Years of Intense Competition

Long term study of PG Tips 'chimps' theme advertising campaign. 1955 relaunch is described. Consistent advertising has kept the brand dominant through 35 years. Success was due to consistency in terms of creative style (Chimps) and media presence. Advertising also had to continually renew - to ensure relevance in a changing society. PG Tips tea was resilient against competitive launches (Tetley, 1963) and own-label. Advertising focused on the simple proposition about taste. This enabled PG Tips to maintain a price premium.