The new photo-sharing account is part of PG Tips’s strategy to align with a younger female audience following the launch of PG Tips Fruit, Herbal & Green range, the firm said.
Kate Mitchell, brand manager for PG Tips at Unilever UK, said: “We’ve always recognised that tea plays an important social role and the way people socialise with each other is ever changing. Instagram represents a new way in which we can interact with younger tea drinkers and bring PG Tips’s brand of humour and fun to their lives.”
So far PG Tips has posted two pictures and a video of Monkey which appeared to have achieved the desired response.
‘Monkey; I think I’m in love with you’
One female user of the social networking site, Freycob, posted on the page: “Monkey; I think I’m in love with you and your infusions.”
But it isn’t just the ladies that love Monkey, Jameslikeswaffles2 posted: “Monkey you are awesome.”
The tea brand already has a social media presence on Twitter, Facebook and YouTube.
Emily Knox, head of conversation at digital marketing firm HeyHuman, said: “The online behaviour of young people is shifting from Facebook and onto smaller, mobile-first platforms like Instagram, and brands must follow if they are to continue to speak to a youth audience.
“But of course every social network is different and comes with its own set of habits and nuances, and it will be fun to watch as Monkey embraces these aspects of a hipper new platform. Expect lots of selfies, hashtags and an intimate look behind the scenes of Monkey’s life.”
Meanwhile, speaking at The Food Manufacture Group’s social media debate at Foodex last month, Wyke Farms’s md Richard Clothier encouraged brands to engage with social media.