PG Tips has teamed up with Disney+ to support the launch of the second season of “Rivals”, unveiling a limited-edition on-pack promotion designed to drive shopper engagement and incremental sales in the tea aisle.
Running nationwide from 1 May, the activity centres on a pack-led competition offering shoppers the chance to win one of just 3,000 exclusive, limited-edition Rivals-inspired Monkeys
The limited-edition PG tips x “Rivals” packs feature a simple and compelling mechanic: after purchasing a promotional pack, shoppers scan the QR code to visit the competition website, enter the unique 10-digit reference number found inside the top lid, and instantly discover whether they’ve won.
The limited-edition pack design features the iconic PG tips Monkey reimagined with a Rutshire-inspired look, ensuring strong standout on shelf while tapping into the cultural buzz surrounding the series’ return.
The launch will be supported by on-pack promotion and an eight-week Above-The-Line campaign from 15 May across TikTok, Meta and VOD, and in-store activations. Shopper marketing, including gondola ends, aisle fins and online banners will also support the launch from 28 May to 23 June. Consumer and trade PR activity will run alongside this to maximise visibility and drive awareness throughout the launch period.
“This campaign brings together two cultural icons — the world of “Rivals” and the PG tips Monkey — to create a promotion that’s packed with excitement for shoppers,” said Elle Barker, UK and Ireland CMO for Lipton Teas & Infusions, It’s a brilliant way to inject fresh energy into the tea aisle, reward fans, and turn everyday tea-buying into something a little more playful with a ‘money can’t buy’ prize.”
The PG tips x “Rivals” range will launch across the brand’s most popular formats: 80 tea bags (RRP £3.59), 210 tea bags (RRP £7.89), 240 tea bags (RRP £8.99) and PG tips Decaf 70 tea bags (RRP £3.59).