Persistence & chimpanzees - the PG Tips case history

The case history of PG Tips tea, winner of the `Longer and Broader Effects' category in the 1990 IPA Advertising Effectiveness Awards, and Grand Prix winner of the Awards as a whole.

Consistency & Chimpanzees

PG Tips' 35 competitive years at the top of the tea market

Nigel Jones, Louise Cook and Clive Cooper

The IPA's Advertising Effectiveness Awards are an agency competition unique to the UK. Both a spur and testimonial to the discipline of sophisticated account planning, they are judged on rigorous and unambivalent evidence of the effects of advertising in successful marketing case histories. The 1990 Awards' new category - 'Longer and Broader Effects' - recognises the often-claimed cumulative effects of good consistent advertising.

The winner of the first prize in this category, and...

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