Tea category in UK declining due to ageing tea drinking market.

Category dominated by price. PG needed a campaign with mass scale and reach. Aardman films were looking for licence partners for Wallace & Gromit 'Curse of the Were-Rabbit'. Licence provided universal appeal and excellent fit as both characters love tea! Created a bespoke W&G premium - Free Thermo Nose Gromit Mug, (the nose turns red when tea hits the perfect temperature) plus 'Invent a Cuppa Contraption' competition. The strength of the film licence plus the on-pack promotion allowed full 360 with ATL, Web, PR and In-store programme.

NOT FOR PUBLICATIONOctober Market Share increased by 11% to 35% - PG now No1 in Category. Incremental volume target of 40% surpassed, latest estimate 70%. Excellent Trade Relationship - 4week stock sold in 6 days. Millward Brown questionnaire 'Is PG a fun brand' up from 22% prior to promotion to 31% after.FOR PUBLICATIONDelivered more than 3 times the target. Mass Hysteria created - people bidding up to £30 for a mug on e-bay, 70% of mug packs incremental to PG Sales.

25,000 entries to Cuppa Contraption competition. Licence used to maximum effect - taking best buts of film to highlight brand.