PG Tips adds 'The One' speciality teas sub-brand

Unilever is to expand its PG Tips range with the launch of a speciality-tea sub-brand to tap into the fast-growing sector.

PG Tips: launching its first ever sub-brand, 'The One'
PG Tips: launching its first ever sub-brand, 'The One'

The One speciality line, PG Tips' first significant sub-brand launch, will comprise The Strong One, The Delicate One and The Fresh One variants. Scheduled to go on sale in March, it will be backed by a major campaign.

One industry insider said the launch indicated a fresh direction for Unilever's tea strategy in the UK. 'This is interesting because, up until now, it has brought out speciality teas under its Lipton brand.'

Speciality teas, boosted by the performance of products from brands such as Twinings, posted a volume sales increase of 2.3% in 2010, while standard tea sales fell by 0.4%, according to Nielsen.

Last month, PG Tips rolled out its latest TV ads in a £3.4m push featuring Monkey and Al.

Unilever declined to comment on the launch.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More