PG Tips, the Unilever-owned tea brand, has signed up as the sponsor of a London club night in a bid to encourage clubbers to spend their Sundays sipping tea.
The Soul Tips night, which will be held at the Camden club At Proud, aims to offer clubbers a "tea party" with a soundtrack by emerging soul artists. PG Tips tea and a range of "designer" cakes will be available.
PG Tips brand manager Kate Ostle says: "We wanted to create a night where people could relax over a cup to tea and listen to enjoyable music in a picturesque setting."
At Proud is a stalwart of the Camden music scene and stages a variety of nights including rock, blues and soul. Owner Alex Proud says: "Soul Tips is a new direction for us and we are also providing something completely different to London’s nightlife."
Earlier this year, PG Tips moved its advertising from DDB London, which had held the account since 1922, into Mother. It is understood that this signals a shift in strategy away from the brand’s animated T-Birds campaign to a series of ads staring the comedian Johnny Vegas and Monkey. The pair previously stared in the ITV Digital advertising, which was also created by Mother.