Mae Muller PG Tips Official Celebrity Brand Campaign
Case Study

The Brief

PG Tips launched a new campaign, titled "It's Not Just Tea, It's Progress", which centered around celebrating moments of growth and change. The brand was seeking a celebrity partner to create authentic content that resonates with its message of progress. Through a personal story, a meaningful example, or reflections on progress, the celebrity will illustrate how tea can be the perfect pause to celebrate these milestones. By connecting tea moments with narratives of progress, PG Tips aims to foster a sense of shared inspiration, encouraging viewers to view tea not just as a beverage, but as a symbol of meaningful personal and collective advancement.

PG Tips Official Brand Logo
Mae Muller Official Celebrity Brand Ambassdor

The Delivery

Mae Muller, a well-known tea enthusiast and frequent PG Tips drinker, was chosen as the face of the new "It's Not Just Tea, It's Progress" campaign. Her authentic journey of growth and self-discovery made her the perfect fit to convey PG Tips' message of progress. In a heartfelt TikTok video, Mae shares her recent transition to becoming an independent artist, opening up about a period when she felt uncertain and uninspired. She reveals how therapy and time back in the studio have helped her reconnect with her love for music. Throughout the video, Mae is seen sipping from a PG Tips-branded mug, emphasising how tea is her companion on this journey of renewal. As she takes her final sip, she confidently states, "It's not just tea, it's progress", encapsulating the campaign's spirit and encouraging viewers to embrace tea as a symbol of personal evolution.

The Outcome

The PG Tips campaign featuring Mae Muller garnered strong engagement, reaching a total of 16,000 viewers and amassing a total playtime of 64 hours and 56 minutes. Viewers watched for an average of 11.5 seconds, reflecting interest in Mae’s story of personal growth. The campaign added 18 new followers to Mae’s fanbase and generated 52 comments, with many users resonating with her journey toward self-discovery. The authentic connection between Mae’s story and the brand’s message, “It’s Not Just Tea, It’s Progress”, successfully engaged her audience, making tea a symbolic part of their own moments of reflection and progress.

Mae Muller X PG Tips
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