PG Tips: Tea revolution - How an established brand found room to move

PG was losing share fast. Pyramid 3D bag was developed to provide a rational and emotional perceived benefit. TV, PR, events, sampling used. Regional roll-out of TV campaign over 2 years. Results: PG regained lead, increased loyalty, awareness, enjoyable ads, bag awareness. Advertising has already paid for itself and will have a long-term effect. A good example of using a successful old idea (the chimps) to convey a new benefit