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Editor’s Pick. Pimms ‘The Call Up’

Agency: Mother

Client: Pimms

Pimm’s has launched a £1.4m TV ad campaign created by Mother introducing the Pimm’s 8, a gang of eight different characters that represent all the ingredients needed for “the perfect Pimm’s serve.”

Running through to the end of August, ‘The Call Up’ aims to retain “the brand's unique sense of humour and the juxtaposition of its perceived posh credentials.”

The anthem the Pimm's 8 rally to is the ‘New Avenger's theme music aiming to bring about “a sense of energy, fun and anticipation of the fun filled summer event ahead.”

Once in tight formation they storm a local BBQ releasing ‘Pimm’s O’Clock’ on the unsuspecting party.

Senior strategist at Mother, Alnoor Ladha, said, “We wanted to educate people on the product, the ideal way to serve it, and when it should be enjoyed as well as driving affinity of the brand within totally new groups of consumers, some of whom have had little exposure to Pimm’s activity.

“The Pimm’s 8 deliver the balance perfectly and creates a great start point for a genuinely integrated campaign. We  hope the gang will go on to enjoy as long and as successful a future as the previous ‘Harry’ campaign and it is intended that we see the characters moving TTL and across all in store comms next Summer.”

Media for the campaign was bought and planned by Carat.

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