Diageo Great Britain is introducing a new TV ad for Pimm’s in the next step of the interactive £4.6m ‘Pimm’s Summer Party’ campaign for the brand, which launched on March 27, the official start of British Summer Time.
The campaign will continue throughout the summer and in addition to the new TV ad, activity includes in-store activation, radio ads and interactive online activity.
The Pimm’s Summer Party campaign aims to bring people together to make the British summer the best it can be with Pimm’s. It is executed in a similar manner to a political campaign, with customer specific Manifestos, celebrity endorsers, local brand representatives, a Pimm’s ‘campaign’ bus, Pimm’s party slogan, supporter kits and membership to the cause.
The new TV ad features the Pimm’s Summer Party bus touring the country and recruiting the public to ‘Join the Pimm’s Summer Party’ in making this the best British summer ever. During its journey, people who truly celebrate all that’s unique and a little bit eccentric about being British in the summer-time are invited to join the bus on its travels. In addition, there will also be a version of the ad which drives awareness of a special Sainsbury’s exclusive limited edition bottle of Pimm’s which is on sale now.
Emma Sherwood-Smith, Senior Brand Manager for Pimm’s at Diageo GB, said, “We like to have fun with the summer campaigns for Pimm’s and really tap into the quintessentially British and slightly eccentric personality of the brand. The new TV ad dramatises the ‘come one, come all’ nature of the Pimm’s Summer Party campaign.
"Essentially, we are celebrating all of our unique British-isms and inviting everyone to come and Join the Pimm’s Summer Party - we want to encourage everyone to be proud of our British summer-time, celebrate and come together for the best Summer ever with Pimm’s. The ad encourages people to get involved via Facebook and it will also help remind them to pick up a bottle in-store or order a pitcher at the pub.”