Brief Description: Long term study of PG Tips ‘chimps’ theme advertising campaign. 1955 relaunch is described. Consistent advertising has kept the brand dominant through 35 years. Success was due to consistency in terms of creative style (Chimps) and media presence. Advertising also had to continually renew – to ensure relevance in a changing society. PG Tips tea was resilient against competitive launches (Tetley, 1963) and own-label. Advertising focused on the simple proposition about taste. This enabled PG Tips to maintain a price premium. ---(TAGS)--- Full Title: PG Tips - How the chimps kept PG Tips brand leader through 35 years of intense competition; Number: 1990/505; Brand: PG Tips; Client: Brooke Bond Foods; Product Category: Food (Beverages - tea, coffee, other hot drinks); Agency: BMP DDB Needham; Author: Clive Cooper, Louise Cook and Nigel Jones; Prize Winners: First Prize; (Adworks ref: Advertising Works 6)