Campaign details
Brand: PG tipsBrand owner: UnileverLead agency: AnalogFolkCountry: United KingdomIndustries: Hot drinksMedia channels: Outdoor, out-of-home, Public relations, Social mediaBudget: Up to 500k
Executive summary
PG tips wished to increase penetration of its black tea varieties by targeting its audience's morning routine. The advertising idea ('Whatever side of the bed you wake up on, we've got a blend for you') associated different moods with different teas.
To land this idea, we needed to find a way to become part of, and add value to, our audience's conversations as...