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Article: PG TIPS: Back on the boil?(Unilever Group)
- Article from:
- Marketing Week
- Article date:
- March 23, 2006
- Author:
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PG Tips may be at the centre of a pitch rumour, but its first concern is to regain market share lost to more modern infusions, says Ian McCawley
When Unilever decided to sideline the PG Tips chimps in 2002, it needed a hot new idea to reignite an iconic brand in the declining UK tea market. Flying to the rescue came the T-Birds, plasticene creations from Aardman Animations, the production house behind Wallace & Gromit. The animated birds, designed to appeal to a younger market, are expected to return later this year for a major football World Cup promotion (MW December 15).
But Unilever has caused a stir at its long-serving advertising agency DDB ...