Teavolution: How an established brand created room to move

Jane Capper, James Hillhouse and Sam Dias

Sequel to the 1990 PG Tips IPA paper. Relaunch campaign in 1996 using the new Pyramid bag.
Agency: BMP DDBAuthors: 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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands