PG Morning Moods

Background

PG Tips wanted to raise awareness of some of the speciality teas it sold as well as its regular teabags.

The strategy was to focus on the different needs people have for a hot drink in the morning – waking up, getting going, currying favour in the office, relieving illness etc – and position PG Tips perfect for those moments.

Twitter was identified as the media platform where consumers were already talking about their moods in the morning. Now the task was to find a way to insert PG Tips into those conversations.