Brief Description: PG was losing share fast. Pyramid 3D bag was developed to provide a rational and emotional perceived benefit. TV, PR, events, sampling used. Regional roll-out of TV campaign over 2 years. Results: PG regained lead, increased loyalty, awareness, enjoyable ads, bag awareness. Advertising has already paid for itself and will have a long-term effect. A good example of using a successful old idea (the chimps) to convey a new benefit---(TAGS)---Full Title: PG Tips 'Teavolution': How an established brand found room to move ; Number: 2000/51 ; Brand: PG Tips ; Client: Van Den Bergh Foods ; Product Category: Food (Beverages - tea, coffee, other hot drinks) ; Agency: BMP DDB ; Author: Jane Capper, James Hillhouse, Sam Dias ; Prize Winners: 2 Star (Adworks ref: Advertising Works 11)