PG Tips has launched a high-budget advertising campaign after falling behind Yorkshire Tea, Twinings and Tetley.
It’s the tea maker’s first campaign in eight.
The ad is titled “Rock Solid” – it cost £12m, stars Top Boy actor Ashley Walters, has a soundtrack by Ezra Collective and is directed by Oscar-winning Steve McQueen.
Those behind the ad, say it is an attempt to appeal to a new generation.
Karen Owen, global senior marketing executive at Lipton Teas and Infusions, which owns the brand, said: “We separated the tea business from Unilever just under two years ago. PG Tips hasn’t really been invested in for many, many years. So, we said no, this is the nation’s tea. It is the nation’s favourite tea.”
In the 70-second clip, Walters can be seen coaching himself “out of the doldrums” over a cup of PG Tips.
On the concept, Ms Owen continued: “When you look at Gen Z culture, there’s a real fear of burnout. They are not interested in coffee because that’s burnout culture; it’s pushing the problem down the road. They are much more about recovery and reconnecting with their self.”
PG Tips lost £2.8m last year.
The brand has invested £40m in new machinery, training and blends at its Trafford Park site in Manchester as it attempts to turn around its fortunes.
