PG Tips has axed the talking chimps that have fronted its
advertising for 45 years.
BMP DDB has introduced the T-Birds - four plasticine birds created by
Aardman Animations. The friends, whose lives are based on the real-life
diaries of twentysomething housemates, feature in humorous sitcom-style
ads in a new £10 million national TV campaign.
John Webster, the executive creative director of BMP, said: "PG Tips
needed a property of some kind that can be its to own, and something
with a lot of mileage rather than a family, which is becoming less the
norm."
The T-Birds campaign is designed to attract a younger audience to the
tea category while it is hoped that the characters will endear
themselves to consumers in the same way the chimps have done over the
past 45 years.
The campaign also includes press and 48-sheet posters and was written
and art directed by Webster and Larry Barker. It was directed by Michael
Wright through Aardman. Media planning and buying is through
Initiative.
PG Tips claims to be the UK's number-one tea brand in a market worth
£554 million a year. Tetley Tea, its major rival, is also ditching
its long-standing campaign starring the animated Tetley Teafolk for a
new strategy being developed by D'Arcy.
Typhoo also overhauled its image with its "two thumbs fresh" campaign by
Mother two years ago.
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