PG Tips Reintroduces Monkey Mascot, Launches £8M Ad Campaign

PG Tips has relaunched its iconic Monkey mascot in a new reality TV-inspired advertising campaign, aiming to revitalize the brand after previous marketing efforts failed to reverse declining sales. The campaign, which began airing on May 9, features Monkey—now voiced by comedian Ivo Graham—living with his wife Mrs. M (played by Emily Atack) and their two children, Earl and Chai, humorously navigating family life. The ads, supported by an £8 million investment, mark a strategic shift from targeting Gen Z to appealing to a broader audience by reintroducing the brand’s trademark humor and feel-good factor. Emily Atack described her role as Mrs. M as both hilarious and heartwarming, noting that the dynamic between the characters would resonate with many couples. Brand executives emphasize that Monkey's return is intended to reconnect with longtime fans and highlight the role of tea in daily British life. The campaign also includes updated packaging and limited-edition products to further engage consumers.