When we found that PG tips tea contained the ingredient Theanine - which helps you stay relaxed yet alert - Johnny Vegas’s Al and his woolly sidekick Monkey were reunited to create a multi-faceted digital campaign to spread the news. At its heart was “Focus Pocus”, an online game show hosted by Monkey, which communicated the benefits of Theanine by testing players’ powers of alertness. Nearly half a million contestants spent an average of over 15 minutes each playing the branded game, and PG tips added over 30,000 email addresses to their email database through the activity.