Recorded at MAD//Fest London 2025PG Tips had lost its way – A once-beloved brand had become background noise. Without a radical reinvention, it was heading towards obscurity. The question was, how to leverage the brand’s past to fast-track its relevance today?
The brands people talk about are the brands people buy. If you’re not part of the conversation, you’re definitely losing customers. (Cost of dull, Cost of inconsistency)
Don’t be afraid to raid the brand archives. Latent memory structures and DBAs can be reimagined to create ‘fresh consistency’. What made PG an icon of Britain could be just as true today. Understand what makes your DBA’s work and then disrupt around them. Old assets can feel brand new again when put in a new & relevant context.
Be Brave – you can’t be everyone’s cup of tea. Not everyone will love what you do, but if you make it bland, no one will notice it. Create campaigns that people will have an opinion on and don’t let people chip away at the idea to make it ‘safer’ and know your brand and what it means for the consumer better than you know yourself even if it’s not for everyone – it is who you are,
Use all the data & ask your consumer – We challenged internal conventions & beliefs, and re-injected personality to make PG Tips impossible to ignore again…..but had to prove it was the right direction and the data helped the business embrace the discomfort!
The results spoke for themselves – System 1, Zappi and Ipsos scores all demonstrated that we were onto a winner
Speaker: Elle Barker, UK&I Chief Marketing Officer, Lipton Teas & Infusions
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