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Famous Duos- Brewing up a storm with PG Tips

objectives

When iconic British tea brand PG Tips launched a new tea blend, bag, and box, they called on Smoking Gun to brew up a strategy as perfect as tea and biscuits, aimed at creating content that packs a punch.

The mission? Highlight the new PG Tips blend’s lightning-fast 60-second brew time without compromising the classic taste tea lovers trust.

Enter Denise Van Outen and Duncan James (best friends and often seen together on Celebrity Gogglebox) and brothers Ryan and Adam Thomas.

strategy

We brewed up influencer duos; well-known faces, often seen together, making tea for each other; focusing on the banter and fun between the pairs.

Tea is the very backbone of Britain and there’s an unspoken pressure around making tea. Whether it’s making a brew for a work colleague, or making a cuppa for friends and family; most of us want to make the perfect cup of tea to impress people with our brewing skills. This insight inspired us to come up with our strategy – using influencers with mass reach and likability to deliver our key messages in a humorous way.

Watch Adam and Ryan Thomas make a brew in 60 seconds

execution

Smoking Gun partnered with the famous duos piling on the pressure by getting them to make the perfect cuppa in 60 seconds, using the new PG Tips blend. We captured banter between the duos, and the lively debate around the amount of milk, sugar, what to dip and even the tea colour. One thing that they did agree on was the depth of flavour delivered by PG Tips new blend… in just 60 seconds.

The content was amplified by giving away tea bundles including PG Tips new blend, and inviting followers to share how they take their tea for the chance to win a big cash competition prize of £10k

results

31,000 engagements

generated for the famous duos campaign

1.67 million impressions

across the campaign content and competition

1 million video views

across Instagram, Facebook and X

results

31,000 engagements

1.67 million impressions

1 million video views

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