PG Tips to launch Monkey’s Monumental Mission as Red Nose Day 2015 activity
Monday January 12, 2015 at 11:17am
Unilever-owned tea brand PG Tips is to launch its 2015 Red Nose Day activity later this month, and has started trailing the campaign on its website. The promotion linked will be called Monkey’s Monumental Mission, and will see the tea brand donate 8p to Comic Relief, the charity behind Red Nose Day, for every special promotional pack of PG Tips sold. PG Tips is currently running a ‘making of’ video about the ad for the new campaign which is viewable at rednoseday.pgtips.co.uk. According to this site, packs will go in store this month (January 2015) with the campaign launching on February 3. Monkey, the brand character who fronts PG Tips’ advertising and marketing, is actually owned by Comic Relief and used by PG Tips under license. Comic Relief has the rights to Monkey as the result of a legal settlement over ownership of the character between the receivers of ITV Digital, the digital pay TV channel which shut in March 2002. Monkey was created by advertising agency Mother and made by Jim Henson’s Creature Shop (responsible for The Muppets) for ITV Digital’s advertising campaign, which also featured his partner Al, a character played by comedian Johnny Vegas. Subscribers were rewarded with plush Monkey toys, which now fetch up to £100 on eBay in mint condition. Monkey was one of the channel’s few valuable assets, and became the subject of a year-long legal battle which was ended in February 2003 when both parties (Mother and the receivers) agreed to sign over rights to Comic Relief. The character then made a couple of appearances on TV and was the lead character in an as yet un-aired BBC variety show before being reunited with Johnny Vegas in a TV ad for PG Tips in 2007.