BMP DDB Needham is launching PG Tips’ revolutionary new pyramid-shaped
tea-bags with a hefty TV campaign that forms part of a pounds 25 million
marketing spend behind the brand this year.
The chimpanzees will be back on screen at the end of April, sampling the
new three-dimensional tea bags to the soundtrack of Papa’s got a Brand
New Bag. The track was originally recorded by the veteran soul singer,
James Brown, but has been reworked for the new ad.
The film opens with the mother washing-up in the kitchen, asking her
children where their father is. At this point, the funky soundtrack
starts up and we see the dad leaping into the bathroom in time with the
He takes his slippers off before getting into the bath, where he mimes
along to the music using the shower-head as a microphone. When he has
finished in the bath, he runs downstairs to make some tea.
The rest of the family then swing into life. They dance around the
kitchen using boiled eggs and saucepans as percussion instruments.
Once the tea has been made and the benefits of the new pyramid bag
spelled out by a narrator, the father throws open the window and the
family dances around the kitchen.
Brooke Bond’s new-style bag is the result of four years’ costly research
and the company claims that the shape gives the taste of loose tea.
The ads break at the end of April in South-west England and will be
rolled out across the country in line with the distribution pattern for
the new brand over the year.
The spend behind the brand will also focus on a comprehensive below-the-
line campaign, created by the specialist marketing company, Claydon