This April, Diageo Great Britain (GB) will launch an integrated campaign behind the number one selling summer spirit brand, Pimm’s®. Activity will run from April until the end of August, including TV advertising, in-store activation and an innovative ‘thermally activated’ radio marketing campaign, which will see the Pimm’s advertisement aired when the weather reaches 22°C or above.
Pimm’s is seen by many as the quintessential British summer drink and was again well enjoyed by consumers last summer, with an impressive value growth of +16% and volume growth of +19.4%. The highly successful marketing campaign, which saw the launch of a new TV ad, focused on reaching consumers in regions outside of the traditional Pimm’s heartland of South East England and saw an increased penetration of 172,000 additional households nationally.
With Pimm’s get togethers becoming increasingly less formal, this year’s campaign highlights the brand as the perfect accompaniment for informal summer occasions such as barbecues. Pimm’s will return to TV screens with a re-optimized version of last year’s ad, which shows a group of fun and colourful characters gathering together to enjoy a barbecue and share a jug of Pimm’s. The end frame, which features the barbecue, will be extended to emphasise the association between Pimm’s and this key occasion. The ads will run from the end of April to ensure that Pimm’s is front of mind with consumers when they are considering potentially their first barbecue of the year over the May Bank Holiday.
As part of national radio campaign, to help drive incremental sales during the warmer weather, Pimm’s advertisements will be aired on the radio once the weather reaches 22°C or above. In addition, Diageo GB will be launching a strong programme of in-store activity for Pimm’s with grocery retailers, linking to key summer events. For convenience and independent retailers, Diageo GB recommends creating in-store theatre to draw their customers’ attention to Pimm’s using signage and display, particularly in the lead up to key summer occasions such as bank holidays.
Kshitij Desai, Senior Brand Manager for Pimm’s at Diageo GB, comments: “We are extremely pleased with the results from last year’s nationwide marketing campaign. Pimm’s saw very strong growth and is now worth £29.3m . Last year the new TV ad, Pimm’s 8, was extremely well received by consumers and helped to educate them on the ingredients required for the perfect serve of Pimm’s. This year, supported by our radio and in-store activity, we will use the ad to further emphasise the link between Pimm’s and the barbecue occasion. The perfect serve is one part Pimm’s and three parts lemonade, with ice, orange, cucumber, strawberries and mint.”
Pimm’s is also part of the recently announced joint marketing campaign between Diageo GB and Coca-Cola Enterprises (CCE) aimed at driving spirit and mixer sales in the off-trade and grow basket spend.
The Pimm’s range includes 35cl, 70cl and 1l bottles and Pimm’s® & Lemonade pre-mixed bottles, single cans and four packs are also available.
Diageo Great Britain