Diageo Great Britain is investing more than GBP2m (US$3.5m) this summer to drive UK sales of Pimm's. A TV, radio and press campaign has been drawn up to boost awareness of Pimm's No. 1 ahead of this summer, which accounts for 85% of the brand's sales.

Pimm's is also launching an alternative Pim-Pom range this summer, made up of one-part Pimm's with three parts chilled Pomegreat pomegranate juice. Its suggested serve is in a branded jug with wedges of lime, fresh strawberries and mint.

A new TV campaign, staying loyal to the brand's so far successful "Pimm's O'Clock" strapline, will be launched on Monday (17 April).

Sampling activity will also go ahead, including the all-new 'Pimm's Bus', at festivals and other key events from May to August.

According to Diageo GB, "meeting for a drink" is the biggest on-trade occasion and groups spend 40% more than individual or couple pub visitors.

Pimm's marketing manager Matt Hunt said: "The ongoing success of Pimm's No. 1 has been achieved by associating the brand with social summer occasions. Last year saw the biggest sales yet of Pimm's in trade and we are confident, leading into this summer with the highest-ever awareness of the brand and a comprehensive marketing campaign, licensees can again benefit from strong sales."