BMP drops chimps in new PG Tips ad

PG Tips has axed the talking chimps that have fronted its

advertising for 45 years.



BMP DDB has introduced the T-Birds - four plasticine birds created by

Aardman Animations. The friends, whose lives are based on the real-life

diaries of twentysomething housemates, feature in humorous sitcom-style

ads in a new £10 million national TV campaign.



John Webster, the executive creative director of BMP, said: "PG Tips

needed a property of some kind that can be its to own, and something

with a lot of mileage rather than a family, which is becoming less the

norm."



The T-Birds campaign is designed to attract a younger audience to the

tea category while it is hoped that the characters will endear

themselves to consumers in the same way the chimps have done over the

past 45 years.



The campaign also includes press and 48-sheet posters and was written

and art directed by Webster and Larry Barker. It was directed by Michael

Wright through Aardman. Media planning and buying is through

Initiative.



PG Tips claims to be the UK's number-one tea brand in a market worth

£554 million a year. Tetley Tea, its major rival, is also ditching

its long-standing campaign starring the animated Tetley Teafolk for a

new strategy being developed by D'Arcy.



Typhoo also overhauled its image with its "two thumbs fresh" campaign by

Mother two years ago.



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