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How PG tips unveiled its biggest packaging overhaul in almost 20 years

What does the brand/agency relationship look like in this new era for marketing?

How do they organise themselves to meet changing demands? And how can you learn from these successes? Together Works gathers a varied collection of success stories featuring in-depth interviews with famous brands and their agencies including L’oreal, PG tips, Compare the Market, Tanqueray and some challengers who aim to change the status quo. Together they reveal the secrets behind some of the most successful marketing relationships.

When less is more

There are few things as idiosyncratically British as the humble cup of tea. An icon of British life as celebrated as fish and chips or the Royal Family; a prop few of our soap operas would cope without. Yet British tastes are changing, and so too is PG tips.

Britain’s favourite tea brand has unveiled its biggest packaging overhaul in almost 20 years, updating the entire PG tips range with a new contemporary logo and stripped-back pack design.

Its aim is to reinforce its authority as market leader, create greater cut-through on the supermarket shelf and appeal to a younger audience.

The redesign, which first appeared on shelves in May this year, was part of a wider comms strategy that saw the Unilever-owned brand launch a new advertising campaign in September...

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