Premier starts pounds 4m Typhoo review

Premier Brands has asked three London agencies to come up with creative ideas for its flagship Typhoo tea brand.

Premier Brands has asked three London agencies to come up with

creative ideas for its flagship Typhoo tea brand.



A pitch will be held in March with a decision expected by the end of the

month so that new work can run on television this summer.



Abbott Mead Vickers BBDO, Grey and WCRS have been asked to prepare

creative and strategic presentations on the pounds 4 million account,

and spend on the brand is expected to rise in the future.



It is not clear whether the incumbent, Delaney Fletcher Bozell, will

take part in the review but media, which is handled by BBJ Media

Services, is not affected.



Typhoo, which was launched as a medicinal brand in 1903, is the UK’s

third largest selling tea brand. However, it has suffered from an

identity crisis since it first lost market leadership back in the late

50s. The famous PG Tips spots, starring tea-drinking chimps, are

credited with knocking Typhoo off its top spot, while Tetley’s ads,

which feature the Tetley ’tea folk’, have kept that brand at number two

in the rankings.



Typhoo has tried a number of advertising agencies over the years -

including FCO, BMP DDB, Saatchi and Saatchi and Leo Burnett - but it has

not yet found the single ’big idea’ to rival the chimps or tea folk.



The brand’s longest running campaign was ’Typhoo puts the T in

Britain’.



A variety of other approaches have been tried, including the 70s series

of commercials starring an animated gnu, and last year’s

documentary-style commercials emphasising tea’s role in helping to forge

personal relationships.



Neil Gillis, the commercial director of Premier Beverages, is running

the pitch, which will also involve Louisa Muir, the marketing manager,

and Chris Doyle, the marketing controller. Gillis was not available for

comment as Campaign went to press.



It is understood Typhoo shunned pitch consultants to select agencies for

the pitch, contacting shops whose work had impressed Typhoo’s senior

management.



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