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Article: PG TIPS: Taste for nostalgia.
- Article from:
- Marketing Week
- Article date:
- December 11, 2008
CopyrightCOPYRIGHT 2008 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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Will the return of Al and Monkey for PG Tips' Christmas campaign fail to boost sales because the advertising is more popular than the Unilever-owned tea brand itself? asks Archana Venkatraman
PG Tips will mix festive cheer with classic British comedy to inspire a little nostalgia for the Unilever-owned tea brand. It hopes that a Christmas Day ad starring comedian Johnny Vegas and his woolly sidekick Monkey, in a pastiche of the Morecambe and Wise "breakfast" sketch will help to revitalise sales. The ad, which will break at 4pm during ITV's film premiere, also aims to take share from market leader Tata-owned Tetley.
The strategy is expected to ...