Agency: BMP DDB | Authors: Jane Capper, James Hillhouse and Sam Dias |
'Teavolution'
How an Established Brand Created Room to Move
INTRODUCTION
This paper is the sequel to the 1990 PG Tips IPA paper. In that paper we demonstrated how 35 years of Chimps advertising had helped to create and sustain a brand that had dominated the tea market in Britain since 1958, despite selling at a price premium to competitors. It was argued that consistent investment behind the Chimps had been fundamental to building the brands added value in consumers eyes. However markets, competitors and consumers do not...