Unilever - PG Tips - Rainforest Alliance Certification

Agency name: Ogilvy Action
Client name: Unilever
Category: Brand-building

BACKGROUND

Tea is increasingly commoditised and purchase decisions have become heavily influenced by price promotions. Brand loyalty has been severely compromised even for such a national icon as PG tips.

Consumer's choice is increasing with numerous black, green, fruit and herbal tea being on offer.

In 2008, PG tips gained Rainforest Alliance Certification, (the first major tea brand in the UK to do so), for the positive environmental, social and economic practices Unilever adopts at its tea plantations.

So - PG tips is not just tea anymore.

We've carefully handled what could be perceived by mainstream consumers as a complex and overly-worthy reason to part them with their hard-earned cash.

We pitched the theme and tone of the communications on the right side of ‘education’ -after all, who wants a lecture when they're actually after a cuppa?