PG tips is relaunching its Premium tea range and introducing new packaging to revitalise each of the PG tips Premium tea variants.
PG tips The Rich One will become PG tips Gold to reflect its positioning in the category, PG tips The Strong One boasts a new improved recipe and is named PG tips Extra Strong to communicate its bold flavour, while PG tips The Fresh one will now be called PG tips Fresh.
The packaging of the PG tips Premium range has also been revamped to create extra stand out on shelf. Each pack will a distinct, modern and bold colour, the PG tips logo, the tips of tea leaves and the brand’s iconic pyramid bag.
Alice Small, brand manager for PG tips at Unilever UK explained: “As the UK’s number one tea brand with market-leading brand loyalty of 50% of consumers only buying PG tips, we’re perfectly positioned to continue to drive value in the Tea category. We know that consumer tastes differ when it comes to the perfect cup of tea. Our Premium tea range caters for this, and presents an opportunity for retailers to drive category growth by stocking up and inspiring consumers to pay a little bit more for that extra special cuppa.
“By relaunching our PG tips Premium tea range to feature bright and engaging packaging, and product names that communicate the distinctly different flavour profiles, we’re emphasising the premium positioning of the range and clearly sign posting consumers to PG tips Premium tea on shelf.”
The relaunch will be supported by a multimedia campaign using the strapline ‘Find the tea that’s right for you’, including sampling, which will release five million tea bags to consumers.
The PG tips Premium Extra Strong, Gold and Fresh variants are available in packs of 80 tea bags, while PG tips Extra Strong and PG tips Gold will also be available in packs of 160 tea bags.