PG tips, the nation’s favourite tea brand, is aiming to drive category value by launching a Special Edition Christmas Pack that includes a free cuddly Monkey toy wearing a festive jumper. The limited edition pack, which launched in stores this week, is being supported by a £500,000 TV campaign that features the popular knitted chimp, Monkey and his sidekick, Al.
Kevin Pratt, brand manager for PG tips says: “Monkey is a huge character, with a loyal following and universal appeal to both young and old. Having tried and tested the limited edition pack mechanic in the past, we know it delivers the same uplift in store as a price promotion, but without devaluing the category.”
The special pack is designed to look like a Christmas gift. Featuring a ‘Sent With Love from PG tips’ gift tag , the box features a wrapping paper design and has a window that reveals the collectible Monkey in his red Christmas Reindeer jumper.
The Monkey is available free in special Christmas packs of 160 standard pyramid bags and will be available from the start of November while stocks last.
PG tips is currently worth £154 million, is growing at 10.5%YoY and is the UK’s number one tea brand in volume and value.
Source: PG Tips