Nathan B Merryfield14002672

PG Tips New Advertising Strategy#AWORLDOFFLAVOUR

Contents• The Previous Campaign; #keepittea • The Problem• The Target Market• The Brand Position• The Communication Objectives• The Unique Selling Proposition• The New TV Advert

• 1- All Scenes• 2- Scene 1• 3- Scene 2• 4- Scene 3• 5- Scene 4• 6- Scene 5• 7- Scene 6 & 7

• Conclusion

The Previous Campaign

• Created by Advertising Agency; Mother London• The ATL Campaign cost £5 Million• Included 4 TV Adverts, kept deliberately short; each 10 Seconds long• Focuses on 4 short snippets that represent the power of tea (Little

Black Book 2015)

• The #keepitea Campaigns main objective…

• To follow in the steps of the rebrand in June, to make the PG Tips brand relevant to their new target market, the younger ages, and to increase sales

(Stein 2015)• Keep it Teas advertising campaign:

• https://www.youtube.com/watch?v=437okkoUqgE&list=PLkpu6K286HYQWdfmpBWj-00n75tKCAmnb

The Problem

• The message of the ad campaign aired was unclear & ineffective … Following in the steps of the rebrand in June, to make the PG Tips brand relevant to their new target market, the younger ages, and to increase

sales, staying true to the cultural relevance, the power of tea, to keep the audience grounded in a world of superficiality and fakery (Stein 2015)

• This message is hard to understand, how does a long worded and pronounced coffee that is featured on one of the adverts imply that the world is fake and superficial?

• The use of humor was used to attract their target market, the younger ages but this was not done effectively, the humor used was more adult humor e.g. including Vajazzles & Master Chef, that is un-relatable to the younger generation

• The use of the monkey as a mascot may be seen as immature and not considered cool

• No mention of actual products, flavors, styles of tea bags etc. Advertising not utilized to its full potential.

The Target Audience

• Following on from the Keepittea campaign, I want to base my new campaign on their new target audience who are the 18-34-year-old white collar audience.

• Upon further research into the target market of younger tea drinkers I discovered that are 18-34 year olds are shying away from breakfast tea, moving to specialty tea with flavors and benefits

• I want to attract this audience in an effective and efficient way by creating a campaign that influences them to drink flavored tea, from PG Tips. Research has already shown that young tea drinkers are already shifting to flavored teas.

(Mintel Store 2011)

The Brand Position• The PG Brand is owned by Unilever Foods LTD, currently occupying 18.5%

market share, its main competitor has the largest market share of 20.4%, named Tetley GB (Euromonitor 2015)

• This new campaign named #aworldofflavour will help PG Tips achieve strong brand positioning, targeting the niche market of flavored tea

• This campaign will do this by…• By selling in the niche market will attract a niche premium price, reflecting the

products quality and dedication shown in the ad campaign investigating the tea’s beginning to end journey

(Beuno & Jeffery 2014)

• Making brand and its products exclusive through promotions in supermarket chains, helping to get the younger target audience excited, creating high levels of desirability for the product.

• By packaging and through the use of competition. Including a competition where the public get to create a flavor combination and packaging style and the winner’s idea will be created, publicly launched and sold.

• This engages the public, creating a positive interaction between the company and its consumers.

(Beuno & Jeffery 2014)

The Brand Selling Proposition• I understand that/ and want the Brand Selling Proposition to be short, concise

and direct.• With many competitors in the Tea, Food and Beverage industry, this new

advertising campaign, #aworldofflavour needs to show consumers that PG Tips deserves their time, money and trust. (Ciotti 2015)

• The new Brand Selling Proposition…

• PG Tips provides traditional flavored tea, as well as modern flavor combinations with state of the art technology, using a redesigned teabag that infuses to the max, at a level no other competitor achieve, bringing a world of flavor that’s cool, fashionable and healthy in a world of cheap processed foods and sugary

drinks. (McQuerrey 2015)

• This new Brand Selling Proposition shows…• PG Tips offers traditional as well as modern 21st Century flavours/ flavour

combintations that is an advantage over its competitors• Reference to the new style teabag introduced by PG Tips which was the

largest breakthrough for PG Tips, shows history of PG Tips and how it is advancing with the latest technology.

• Using words such as ‘Cool’, ‘Modern’, ’Technology’ and ‘Fashionable’ are words that attract the white collar generations.

• Brand Selling Proposition includes the quote/ hashtag ‘ a world of flavour’ that will be used heavily thoughout the campaign

(McQuerrey 2015)

The Communication Objectives

• The main message I want to communicate through this adverting campaign is to create awareness, share knowledge and to stimulate a desire in young peoples attitudes towards flavored tea

• This campaign will mostly feature as a series of Television adverts. I want to broadcast this advert across channels such as Channel 4, 5 and ITV as this was where the PG Tips Keep it tea was aired.

• Similar to Keep it tea’s campaign, other media platforms that will be used to advertise this campaign will include OOH (Out-Of-Home), VOD (Video-On-Demand) and Social Media

(McCarthy 2015)

• On every TV advert and social media post the #aworldofflavour will be clearly visible to create strong links between the TV and Social Media campaigns, to get the word around and to get the # trending. Generating public interest and desire/ excitement

• Here are some examples of the social media PG Tips are currently using…

(Search Laboratory 2015)

• The New Campaign (#aworldofflavour) will…• 1. Educate- Showing the sourcing of the ingredients that go into each

flavoured drink, taking the audience through a journey from start to finish, how the fruit tea is picked and prepared resulting in a perfect cup of tea.

• 2. Creates Brand Awareness & Retention- This is achieved through the use of competition, engaging the audiecne directly with the brand, generating interest and excitment, showing th audience that PG Tips does appreciate, value and listen to its existing loyal members aswell as giving the new targeted audience a chance to express themselves creativley.

• 3. Strong links to social media- With the use of the heavily promoted hashtag #aworldofflavour

The New Campaign

• 3-4 Adverts will be made each telling the story of the top selling PG Tips flavor Teas

• Moving away from previous campaigns short advertisements, 20 – 30 Second long ads

• Tone of Voice; Serious, Educational, Factual and Informative• Treat the younger audience in a professional way, instead of mocking them

using inappropriate humor • Using a serious tone would make the brand seem more premium and

professional, serious about their brand and their products

(PG Tips 2015)

• Each advert will start off practically the same, Monkey drinking tea, with the difference of the flavored tea box on the table

• Each advert will tell a story, showing the products life cycle, from the picking and sourcing of the products till the end result of the tea being brewed at home

• The advert I have created, and focused on in this particular presentation is the PG TIPS Delicious Cranberry & Apple Tea, winning the Best Taste Award of 2014

• The Advert includes 7 Scenes, concluding with the competition details at the end of each ad

(PG Tips 2015)

All Scenes

Scene 1

Scene 2

Scene 3

Scene 4

Scene 5

Scene 6 & 7

Conclusion• I’d like to take this time to thank you for your time today, and I welcome any

questions that you may have…

•PG Tips presents#AWORLDOFFLAVOUR

References • Bueno, B & Jeffery, S. (Tuesday 06 May 2014) How to Create Strong Brand Positioning in Your Market. The Cult Branding

Company. [Online] Available from: http://cultbranding.com/ceo/create-strong-brand-positioning-strategy/ [Accessed 30 December 2015].

• Ciotti, G. (2015) 5 Ways to Develop a Unique Selling Proposition. [Online] Available from: http://www.convinceandconvert.com/digital-marketing/5-ways-to-develop-a-unique-selling-proposition/ [Accessed 29 December 2015].

• Little Black Book. (2015) How Mother London Is Helping PG Tips Keep It Tea in This Over-complicated, Vajazzled World. [Online] Available from: http://lbbonline.com/news/how-mother-london-is-helping-pg-tips-keep-it-tea-in-this-over-complicated-vajazzled-world/ [Accessed 27 October 2015].

• McCarthy, J. (Thursday 03 September 2015) Monkey gets a Vagazzle in PG Tip's latest snappy TV ad push. The Drum. [Online] Available from: http://www.thedrum.com/news/2015/09/03/monkey-gets-vagazzle-pg-tips-latest-snappy-tv-ad-push [Accessed 27 October 2015].

• Mintel Store. (2011) Tea and Other Hot Drinks - UK - February 2011. [Online] Available from: http://store.mintel.com/tea-and-other-hot-drinks-uk-february-2011?cookie_test=true [Accessed 27 October 2015].

• McQuerrey, L. (2015) Marketing Communication Objectives. [Online] Available from: http://smallbusiness.chron.com/marketing-communication-objectives-61476.html [Accessed 28 December 2015].

• PG Tips. (2015) DELICIOUS CRANBERRY & APPLE. [Online] Available from: http://www.pgtips.co.uk/product/detail/927952/delicious-cranberry-and-apple-infusion[Accessed 15 November 2015].

• Search Laboratory. (2015) THIS WEEK IN DIGITAL | 4TH SEPT 2015. [Online] Available from: https://www.searchlaboratory.com/2015/09/this-week-in-digital-4th-sept-2015/ [Accessed 28 October 2015].

• Stein, F. (Friday 04 September 2015) Keep It Tea™ is the message from PG tips. SLR. [Online] Available from: http://www.slrmag.co.uk/keep-it-tea-is-the-message-from-pg-tips/ [Accessed 27 October 2015].