The challenge
Following a major brand relaunch, Lipton-owned PG Tips needed an agency with strategic shopper marketing expertise to help activate their new positioning and ensure shoppers were assured by the change in packaging and improved product blend at the most critical moments.
With large-scale product and packaging changes to the UK’s most popular drinks brand, we needed to deliver a compelling and consistent message across all retailers and shopper touch points, to help PG Tips reconnect with Brits deep love of tea without losing any equity.
Our approach
With a money-back guarantee in place to support the brand relaunch we worked with the PG Tips team to establish a key visual which aligned with the new packaging and aided the implementation of new fluent devices, whilst establishing a clear messaging hierarchy, and being adapted easily to the various shopper touch points.
Working to tight retailer deadlines we tested and refined different design formats to ensure we had the most effective comms solutions ready to go, which would deliver consistently and effectively throughout the duration of the launch campaign.
The results
