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

First prize and Grand Prix winner in its year; also the first continuous study in the new section 'Longer and Broader Effects'.
Agency: BMP DDB NeedhamAuthors: Clive Cooper, Louise Cook and Nigel Jones

How the chimps have kept PG Tips brand leader through 35 years of intense competition

INTRODUCTION

Our story begins in 1955, the year Brooke Bond relaunched PG Tips. Prior to 1955 it had been called 'Pre-Gestive' tea, a reference to the historical importance placed upon tea's dietary and medicinal properties.

The relaunch may have modernised PG Tips image but it did not lead to a growth in its market share. Throughout 1955 and most of 1956, it remained number four brand.

Today, 35 years...

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