PG Tips is relaunching with a 'It's Not Just Tea. It's Progress' campaign, using director Steve McQueen and actor/musician Ashley Walters to appeal to a younger audience.
The campaign aims to rejuvenate PG Tips, focusing on modernity and separating the brand from Unilever, emphasizing its status as a favorite in the nation.
The brand is shifting focus towards appealing to Gen Z by tapping into their fear of burnout, positioning tea as a recovery and self-reconnection beverage over coffee.
Indie agency Calling is instrumental in rebranding heritage brands like PG Tips for a more contemporary audience, emphasizing the importance of modernization.
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