PG Tips ties with Disney+ for “Rivals” exclusive limited-edition Monkey competition to drive shopper engagement

PG Tips, one of the UK’s most famous tea brands1, has teamed up with Disney+ to support the launch of the highly anticipated second season of “Rivals”, unveiling a limited-edition on-pack promotion designed to drive shopper engagement and incremental sales in the tea aisle. International Emmy® and BAFTA® Award winning Hulu Original series “Rivals” will roll out in two six-episode batches, beginning with a three-episode premiere on 15 May, followed by the second batch later this year on Disney+ in the UK.

Running nationwide from 1st May, the activity centres on a pack-led competition offering shoppers the chance to win one of just 3,000 exclusive, limited-edition Rivals-inspired Monkeys. This exclusive prize is central to the promotion, providing a clear, purchase driving incentive and encouraging repeat engagement during the promotional window.

Available across all major UK retailers, the limited-edition PG tips x “Rivals” packs feature a simple and compelling mechanic: after purchasing a promotional pack, shoppers scan the QR code to visit the competition website, enter the unique 10-digit reference number found inside the top lid, and instantly discover whether they’ve won.

Designed to be intuitive and reward-led, the mechanic is built to support conversion at shelf by linking directly from pack purchase to prize opportunity.

The bold, limited-edition pack design features the iconic PG tips Monkey reimagined with a Rutshire-inspired look, ensuring strong standout on shelf while tapping into the cultural buzz surrounding the series’ return.

By aligning a well-loved brand mascot with one of the most talked about TV launches of the year, the promotion offers retailers a timely opportunity to energise the black tea category, attract new shoppers and encourage incremental purchases through a prize-led proposition with broad consumer appeal.

The launch will be supported by on-pack promotion and an eight-week Above-The-Line campaign from 15th May across TikTok, Meta and VOD, and in-store activations. Shopper marketing, including gondola ends, aisle fins and online banners will also support the launch from 28th May to 23rd June. Consumer and trade PR activity will run alongside this to maximise visibility and drive awareness throughout the launch period.

Elle Barker, UK and Ireland chief marketing oficer for Lipton Teas & Infusions, commented: “This campaign brings together two cultural icons — the world of “Rivals” and the PG tips Monkey — to create a promotion that’s packed with excitement for shoppers. It’s a brilliant way to inject fresh energy into the tea aisle, reward fans, and turn everyday tea-buying into something a little more playful with a ‘money can’t buy’ prize.”

The PG tips x “Rivals” range will launch across the brand’s most popular formats: 80 tea bags (RRP £3.59), 210 tea bags (RRP £7.89), 240 tea bags (RRP £8.99) and PG tips Decaf 70 tea bags (RRP £3.59)*.

“Rivals” is made by Happy Prince, part of ITV Studios, is executive produced by Dominic Treadwell-Collins, Alexander Lamb, Felicity Blunt, Elliot Hegarty, Olivier Award-winning playwright Laura Wade, “Rivals” author Dame Jilly Cooper and for Disney+, Jonny Richards.

The second season continues the adaptation of the late and much-missed Dame Jilly Cooper’s beloved novel, “Rivals”, introducing the glamorous world of polo and surprising new twists, alongside heightened boardroom drama and deeper romantic entanglements. The Hulu Original series will return in two six-episode batches, the first will debut on May 15 with a three-episode premiere and the second batch will follow later in the year on Disney+.