Our brief was to return PG Tips to its rightful position as one of the most loved and most welcomed British brands, and in doing so remind consumers of those moments when only a cup of tea will do. To achieve this we needed a vehicle that could play on the great traditions of British comedy; in Al and Monkey we had the perfect pair to do it. Never before in advertising history had a branded property jumped brands, but with the campaign seeing a 15 per cent rise in sales and the nation falling in love with a fat man and a monkey, they were definitely the right duo to get people to put the kettle on.
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