Unilever: PG Green campaign

NEWS INTERNATIONAL

JUDGE'S COMMENT:

"The success of the PG Tips insert was based around it being more than an opportunity to sample a new tea. The idea made it far smarter than the average insert that normally falls out of your newspapers."

Cordell Burke, Balloon Dog

THE TEAM

Joeli Dale

Graham Martin

Sam Grant

Mark Cakebread

OTHER CONTRIBUTOR

Prinovis

CLIENT – Unilever

WHAT IS WONDERFUL ABOUT THIS WORK? • We developed a tea sample with Unilever that could be mechanically inserted into a newspaper polybag. This reduced the cost while increasing the volume potential. We inserted over 3 million tea bags over three weeks. 41% of our readers saw the sample pack and 7,000 responded to the competition.

OBJECTIVES • Get new green tea flavours into the market using a cost-effective route.