PG Tips’ Head of Taste

14 June 2018

Brewing up a storm with PG Tips Decaf and Dairy Free

In 2018 W was briefed to launch two new PG Tips blends, an improved Tasty Decaf and Dairy Free to a female audience, It started with a brief to address a tea market problem: anyone who has switched to decaf or dairy free has had to accept weak, watery and wishy-washy alternatives.
Who could work with PG Tips to convince the public they’d finally cracked the taste issue – a ‘Eureka!’ moment – with two new special blends ‘Tasty Decaf’ and ‘Perfect with Dairy Free’?

Enter a man who never compromises on taste: tea connoisseur and the nation’s harshest critic, Strictly judge, Craig Revel Horwood. Working to a PR budget we produced a 60-second digital ad, from the idea and script and talent negotiation, through to overseeing filming and activation across earned and PG Tip’ social media channels. That’s the work of three or four agencies done under one roof at W!

The end result saw 3.7 million views online; Head of Taste’ features in the likes of Daily Mirror, Daily Express, Metro and Bella, and Campaign made it one if it’s Creative Picks.

The Head of Taste activation was part of W’s fully integrated campaign included influencer trial, media relations and sampling at specially created mummy blogger tea mornings and bingo halls and product placement.
The results have been staggering, with PG Tips reversing a decline in penetration to double-digit penetration growth across the categories.