The chimp who starred as 007 in the 1980s PG Tips advert has died, Twycross Zoo said.
Sharon Redrobe, Zoological Director at the zoo, said: "Over the decades millions of people would have visited Louis, so we hope people will join us in reliving old memories with him and take home some new ones of our other animals too."
The curator at Twycross Zoo said said Louis, the PG Tips chimp, was a "favourite of everyone." Dr Charlotte Macdonald said:
Louis was a very gentle and laid back chimp, and a favourite of everyone. Born at Twycross, he was one of the original PG Tips chimps and has lived to see all of the changes; from chimp's tea parties to the modernisation of the Zoo, including the recent chimp integrations into larger social groups.