The promotion focuses on PG Tips' pledge that all its tea will be sourced from Rainforest Alliance-certified plantations by 2010. If I were really picky, I could say that the execution overwhelms the idea, and while everyone will remember to "do their bit" - as they are encouraged to do in the campaign tagline - I am not sure they will remember much about the Rainforest Alliance. That said, I love this campaign. It is effective, entertaining, relevant and motivating.
The packaging is excellent, the "bribe" of the free tea towel is relevant and motivating, and the use of Monkey brings the brand characters of yesteryear bang up to date. And the icing on the cake, or should I say, biscuit with the tea? It is the fact that PG Tips is giving me an easy way to do my bit for the environment.
Again, being hyper-critical, I am not actually sure the DVD was worth the time, effort and expense. And OK, so the premium is the old tea-towel trick.
But this is so much more than a free gift tactic. It's a brand promotion that not only drives sales but also builds a lasting emotional dimension in the relationship consumers have with PG Tips - not least because that tea towel is going to hang around their kitchen for weeks.
I'd give this nine and a half out of 10. The half-point deduction is purely because it looks like they got a little carried away with the creative execution and probably spent a little more than necessary.