PG Tips on bringing ‘much-needed consistency’ to the brand to drive long-term growth

PG Tips is looking to restore the brand “to its former glory”, says its chief marketing officer, as it reintroduces brand mascot Monkey after eight years off screen.

The brand, which was owned by Unilever for decades, is now part of Lipton Teas and Infusions, which also owns tea brands including Pukka and Lipton. Elle Barker is the UK and Ireland CMO for Lipton, having joined the business in September 2024.

“There’s been a lot of teams, a lot of change, and a lot of different approaches to the role of the brand within the bigger company, and then how it’s been looked after,” Barker tells Marketing Week.