PG Tips Rebrand - Audience Research Slides

Rebranding

• New audience – teenagers.
• Advert synopsis – replacing coffee with tea as

part of a teenager’s daily routine.
• Make PG Tips cool!
• Distribution plan – primarily social media

Rebranding – Slide Notes

• My PG Tips’ rebrand would aim to target the brand at a younger audience, specifically teenagers. Currently, not many teenagers drink tea on a regular basis, with many
choosing coffee as their preferred hot drink. By promoting PG Tips to teenagers, there would be a new group of regular buyers, helping to secure the brand’s future.

• My advert would consist of replacing coffee with tea, as part of a teenager’s daily routine. A college student who regularly drinks coffee would try drinking PG Tips as a
replacement, showing how enjoyable and ‘cool’ the drink is. This advert would aim to make tea the new choice as an energising drink to start the day.

• The advert would start on a bus, with the focus on two college students who feel tired. An exchange takes place, in which the two students talk about how they ‘need a
coffee.’ The next scene is in the college cafeteria, where a student – dressed as the PG Tips monkey – enthusiastically recommends that the two students try drinking PG
Tips instead of coffee. The advert concludes with the students enthusiastically saying how PG Tips is great – far better than coffee. The featuring of the PG Tips monkey
would mark the reintroduction of the figure into the PG Tips marketing, as I believe that the monkey would appeal to a teenage audience.

• As part of the rebrand, I’ve designed a new logo, that uses a more modern sans-serif font and emphasises the re-introduction of the ‘monkey’ into the brand.
• As my advert’s target audience is those under the age of 25, it will be primarily distributed using YouTube, instead of terrestrial TV. According to ‘Omnicore Agency’,

millennials prefer YouTube two to one over traditional television. 37% of the 18 – 34 year olds use the site daily. YouTube advertising generally costs £1,000 for a reach of
10,000 people. That works out at just 10p per view!
• A secondary distribution channel will be ITV. According to BARB, ITV is the second most viewed channel in the UK, with a weekly reach of 36.5 million people. Programs
such as This Morning appeal to a younger audience, making it a suitable time to air the PG Tips ad-campaign. ITV charge £5,457 in total for a morning 30 second ad slot,
which would reach around a million viewers – in the case of this Morning. Due to many teenagers not regularly watching daytime TV due to being at school, it may
necessary to air the adverts during school holidays.