PG tips is launching a limited-edition pack of 160 tea bags complete with its famous Monkey wearing his dressing gown.
Members of the PG tips Cuppa Club will also be able to exchange PG tips points for exclusive Christmas outfits for Monkey, including Santa, elf and cow suits, to offer existing fans an extra reason to buy packs of PG tips.
Using the strapline ‘Gowning Around’, the special packs will be supported by a seven-figure media campaign including a TV advert, showcased during popular TV shows such as ‘I’m A Celebrity Get Me Out Of Here’, targeted digital activity and a five-week social media campaign using the hashtag #GowningAround, which will encourage consumers to guess who and what Monkey is hiding in his dressing gown.
Paul Williams, Unilever UK & Ireland beverages marketing manager said: “As the number one tea brand, our new limited-edition packs will incentivise tea drinkers and fans of our iconic character, Monkey, to buy packs of PG tips. For the first time ever, we’re also giving consumers the chance to collect additional outfits for Monkey through our Cuppa Club, where they can trade points for cow, elf or Santa costumes.
“We’re supporting the limited edition packs with a TV campaign to further drive awareness of the PG tips brand, while social media activity will engage our loyal following and grow our presence across our popular Twitter, Facebook and Instagram accounts.”
The special ‘gowning around’ Monkey will be available with 160 packs of PG tips until the end of December 2014 and has an RRP of £5.