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....